A paradigm shift in consumer behaviour towards green cosmetics: an empirical study

Abstract

This paper measures the awareness level and purchase intension of green products among consumers in Delhi/NCR. Primary data is collected in the form of structured questionnaire. Responses were collected from 160 respondents, out of which 141 responses were found to be complete and usable. Five hypotheses are made in this study and statistical tools like frequency distribution with means, one sample test, one way ANOVA, correlation and regression are used. Age and education are the demographic variables having relationship with purchase intension. It was found that there is a positive relationship between awareness and purchase intention of green cosmetics. Environment sustainability and health consciousness are factors that motivate towards green cosmetic consumption and doubtful company claims and alarming prices are factors that demotivate consumers to buy the organic cosmetics. Geographical constraint is the limitation of this study which gives path for further research on PAN India level.

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