Examining the Consumer Behavior and Preferences of Generation Y and Generation Z Toward Green Cosmetics in the Indian Market

Abstract

This study investigates generational differences in green cosmetic purchasing behavior among Indian consumers, addressing growing concerns about sustainability. This research employed the Value-Belief-Norm theory. The study explores how eudaimonic and utilitarian motives, pro-environmental beliefs, personal ecological norms, and word-of-mouth intentions shape consumer decisions. Data were collected through an online survey of 401 participants. The findings indicate that personal values strongly influence both pro-environmental beliefs and ecological norms. These norms and beliefs play an essential role in shaping green word-of-mouth and purchasing behavior. The study also identifies the moderating effect of generational differences, suggesting that generational identity significantly affects how consumers respond to green marketing messages. By applying VBN theory, this research contributes to a deeper understanding of consumer behavior in the context of sustainable products. The results offer valuable insights for marketers aiming to develop targeted and effective green marketing strategies across generational cohorts.

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