Understanding Consumer Behaviour Towards Green Cosmetics

16 Pages Posted: 17 Jul 2012 Last revised: 26 Jul 2012

See all articles by Surya Rashmi Rawat

Surya Rashmi Rawat

Symbiosis International University

Pawan Garga

affiliation not provided to SSRN

Date Written: July 18, 2012


In the last few decades researchers have observed a significant change in the consumer behavior from choosing products based on its physical attributes such as size, color, flavor, or aroma to other important features like environment and health.

The reason behind this change is nothing else but the perceived threat of Climate Change. According to researchers, it can affect the global distribution of water, increasing regional, seasonal and annual variability. There would be higher risks of floods in some areas to severe droughts in the other places. Higher temperature will also influence the crop yields. The social and economic costs of global warming will directly influence the progress in developing world.

Green marketing probably can play some role in at least reducing to some extent the impact of climate change since there are sufficient evidences to support the fact that human activities are the major contributors towards climate change. Green marketing is the marketing of products and services in ecofriendly manner. It can be practiced in all the product categories.

The objective of this paper is to study the potential of green marketing in the Cosmetic industry which caters to the demands of one and all, ranging from newborn to the nonagenarians. This industry produces wide range of products which guarantee beauty and youth.

Research conducted over a sample of 200 working women in Pune, gave quite optimistic results. Comparatively higher cost, of green cosmetic to the chemical one, was perceived as a threat but the changing demographic and economic factors in India proved it otherwise.

Keywords: Consumer behavior, Organic Cosmetics, Climate change, Green marketing

Suggested Citation

Rawat, Surya Rashmi and Garga, Pawan, Understanding Consumer Behaviour Towards Green Cosmetics (July 18, 2012). Available at SSRN: https://ssrn.com/abstract=2111545 or http://dx.doi.org/10.2139/ssrn.2111545

Surya Rashmi Rawat (Contact Author)

Symbiosis International University ( email )

SB Road, Lavale
Pune, Maharashtra 411004

Pawan Garga

affiliation not provided to SSRN

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