Volume: 19 Issue-01 (January-June) 2024

---

"AN EMPIRICAL STUDY OF CONSUMER BEHAVIOR TOWARDS GREEN COSMETICS IN SELECTED CITIES OF GUJARAT STATE"

ABSTRACT

Consumers are switching from traditional/synthetic cosmetics to natural/green cosmetics worldwide, and the demand has been increasing daily, year by year. Companies need to know the changing buying behavior of consumers in the cosmetics industry. The paper mainly focuses on consumers' buying behavior in the city of Ahmedabad, Gujarat. One hundred respondents' sample was collected from Ahmedabad by circulating a questionnaire online, to which 387 responded. Microsoft Excel analyzed the data, and SPSS software used tools like regression, ANOVA, and Cronbach's alpha for the internal reliability of the questionnaire. The hypothesis concluded that environmental sustainability plays an important role. The average suggested that families with more female members purchased more green cosmetic products and had a strong positive relationship. Thus, further research suggests taking more personal and subjective norms and other consumer buying behavior variables.

FULL TEXT

PDF