Consumer Perception Towards Sustainable Beauty Products: A Study Among Young Consumers

Priyadarshini  SP

1Department of Management Studies, Dayananda sagar college of Engineering

Abstract - Sustainability has emerged as a defining concern in the global beauty and personal care industry, with young consumers increasingly weighing environmental and ethical considerations alongside traditional factors such as price, quality, and brand image. This study examines consumer perception towards sustainable beauty products among young consumers, with a focus on awareness levels, attitudes, purchase intention, and the barriers that inhibit adoption. A structured survey was administered to 250 respondents aged 18 to 30 years, and the resulting data were analysed using descriptive statistics and cross-tabulation. The findings indicate that while awareness of sustainable beauty products is moderately high, this awareness does not consistently translate into purchase behaviour, largely due to price sensitivity, limited product availability, and skepticism towards green marketing claims. Social media and influencer recommendations emerged as the most influential sources shaping perception, while eco-friendly packaging and cruelty-free certification were identified as the attributes valued most by respondents. The study concludes that brands seeking to engage young consumers must combine transparent communication with accessible pricing and credible third-party certification to convert positive perception into sustained purchasing behaviour. The paper offers practical implications for marketers and policymakers seeking to promote sustainable consumption in the beauty sector.

Key Words:  sustainable beauty products, consumer perception, green cosmetics, young consumers, purchase intention, eco-friendly packaging.