FEMALE CONSUMER INSIGHTS ON GREEN COSMETICS: EVALUATING ENVIRONMENTAL IMPACT, SAFETY, INGREDIENTS, MARKETING, SATISFACTION, AND ETHICAL STANDARDS

Abstract

A recent survey conducted among 500 Indian women has revealed a strong preference for organic cosmetics, driven by a variety of factors including environmental and ethical considerations, health and safety concerns, quality and trust, as well as awareness and promotion efforts. The survey, utilizing convenience sampling, highlighted that respondents primarily fell within the age ranges of 25 to 50, with a significant portion being married and highly educated. Most respondents were graduates or post-graduates, and a majority were either business owners or employed in the private sector, with diverse income levels.

Environmental and ethical reasons emerged as a key factor, as many women are increasingly conscious of the impact their choices have on the planet. Organic cosmetics, which avoid harmful chemicals and promote sustainable practices, align well with their values. Health and safety reasons also played a crucial role, with respondents expressing concerns about the potential long-term effects of synthetic ingredients found in conventional beauty products. Organic cosmetics, perceived as safer and more natural, are thus preferred for their gentle and non-toxic formulations.

Quality and trust were significant drivers, with women favoring brands that are transparent about their ingredients and manufacturing processes. Organic cosmetic brands often emphasize their commitment to high standards, fostering trust among consumers. Additionally, increased awareness and effective promotion of organic products have contributed to their popularity. Many women reported being influenced by marketing campaigns that highlight the benefits of organic cosmetics, further supported by positive reviews and recommendations. The rise in awareness, fueled by social media and celebrity endorsements, has particularly influenced women, leading to a booming market for organic cosmetics that align with their values.

The study applied the Partial Least Squares (PLS) method using Smart PLS 3.2.7 to evaluate the structural equation model, focusing on measuring and evaluating the model. The research examined four constructs: Environmental and Ethical reasons, Health and Safety reasons, Quality and Trust reasons, and Awareness and Promotion reasons. The study categorized female consumers into four groups: Group 1 focused on environmental and ethical reasons, Group 2 prioritized health and safety, Group 3 emphasized quality and brand trust, and Group 4 concentrated on brand awareness and promotion. Overall, the survey underscores a growing trend among Indian women toward organic cosmetics, motivated by a combination of environmental consciousness, health considerations, quality assurance, and effective promotional strategies. Consumers are rejecting conventional cosmetics due to harmful chemicals and ethical issues like animal testing.