A STUDY ON CONSUMER’S PERCEPTION TOWARDS BUYING ECO-FRIENDLY COSMETICS IN BENGALURU CITY
DOI:
https://doi.org/10.29121/shodhkosh.v5.i5.2024.3466Keywords:
Consumer, Perception, Buying, Eco-Friendly, Cosmetics, Bengaluru CityAbstract [English]
The growing beauty pondering among people is moving the Indian beauty segment in sturdy development in the several years. The country's beauty segment area has, risen mutually while holding gigantic development in the field of Fashion and Style. Business organizations are spending billions of dollars to know consumers’ attitudes, motivations to purchase, and future behavioral intentions of consumers. Beauty and skin care products are no longer only for the women nowadays; men also are increasingly using the skin care products. The main objective is to study on consumer’s perception towards buying eco-friendly cosmetics in Bengaluru City. 119 respondents were selected as a sample for the study. Regression analysis was used to find out the influence of Consumer’s Perception Towards Buying Eco-Friendly Cosmetics in Bengaluru City. The research revealed that psychographic factors such as environmental sustainability, concern for future generations, cosmetics formed an integral part of life, health and quality of life, word of mouth are the variables have the significant impact with consumer’s perception towards buying eco-friendly cosmetic products. Product characteristics such as green packaging, pricing and product quality, perceived product benefits, attitudes and brand equity, chemical based cosmetic products are hazardous are the variables have the significant influence with consumer’s perception towards buying eco-friendly cosmetic products. Consumer’s personal factors such as income to buy eco-friendly cosmetics, education, product knowledge, age to buy eco-friendly cosmetics, social and personal norms, adapting attitude are the variables have the significant influence with consumer’s perception towards buying eco-friendly cosmetic products.
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