Study of Consumer Behavior towards Green Product and Green Marketing Strategies in Cosmetics Industry

Environmental awareness among consumers has grown over time. Their cosmetics purchasing habits are evolving. They are adapting a healthy lifestyle and maintaining a clean atmosphere. They favor natural, safe items free of chemicals. Consumers now recognize the value and necessity of purchasing green items thanks to environmental deterioration. The cosmetics sector currently offers a range of green-tech options. These methods can be used to create natural cosmetics that are safe for the environment. Numerous studies have been conducted on the application of cutting-edge environmentally friendly technical solutions. This paper will outline the impacts of rising environmental and health consciousness trends on the cosmetics market from both the producer and consumer perspectives. The analysis's major goal was to precisely pinpoint the variables impacting green customer behavior. Primary research, more precisely an online questionnaire, was used to identify the components crucial for the analysis of the study topics. The following were reviewed based on the literature sources: A brief history of natural cosmetics, the specifics that make each type of cosmetic different, the evolution of environmental protection principles, security regulations specific to cosmetics, producer/organizational behavior for producing cosmetics, and consumer behavior specific to cosmetics are all covered.

Lephart, 2018)The use of cosmetics for therapeutic purposes or for preventing skin ageing are relatively recent developments. In order to have a professional definition of products giving both cosmetic and therapeutic value, Albert Kligman coined the term "cosmeceuticals" in 1984. It is a combination of words "cosmetics" and "pharmaceuticals." But inner beauty comes from within. Numerous studies have shown that eating habits and skin ageing are significantly related to one another (Vollmer & Lephart, 2018).

Cosmetics marketed as "green" or "natural" are produced from materials found in nature without the use of synthetic chemicals, coloring agents, or other artificial ingredients. Both terms should not be used interchangeably—organic cosmetics and green cosmetics. The definition of organic cosmetics is significantly more rigorous, and it might be quite difficult to sell them in consumer systems (storage, expiration, etc.). The rationale is that organic cosmetics must provide the highest level of environmental stability, security, and efficiency (Chin,2018). Because green cosmetics are frequently more expensive, fewer consumers may be able to purchase them. On the market for cosmetics and personal care items, however, interest in green, sustainable, and natural products is growing (McIntosh, Smith,2018).

The terms "green" and "environmentally friendly" describe the attitudes, values, knowledge, and conduct that are related to the environment. Companies that can implement environmental incentives encourage customers to buy eco-friendly products and support the worldwide environmental protection movement (Chin,2018).

The depletion of mineral and petrochemical resources is a cause for social concern in environmental consciousness and is used as justification to develop a consideration the entire manufacturing chain and the product's complete shelf life, the Life Cycle Assessment (LCA) plays a crucial part in this process (Janowicz,2015). Some consider multiple strategy approaches in the cosmetics sector for the management of the same issue, most of which focus on careful packaging planning (Hovarth,2018). Renewable energy sources or the use of biomass-derived thermal energy are also seen as beneficial trends in the manufacturing of cosmetics (Backsai,2019).

Natural chemicals, eco-friendly packaging, and other green cosmetics components are gaining popularity with customers. Chemists in the cosmetics sector fight a losing battle against the notion that natural components are safer than synthetic ones. Whether they are natural or manufactured cosmetics ingredients, they must be chosen based on their safety and effectiveness. Global cosmetics firms changed their approach to better address emerging issues and incorporate sustainability's various facets into their operations. Green marketing draws attention to a fresh facet of organizational commitment to economic, social, and environmental responsibility (Kardos, 2019)

Green marketing, also known as environmental marketing or ecological marketing, is the promotion of items that are thought to be safe for the environment. The idea of "green marketing" covers a wide variety of actions, including altering the product and changing production, packaging, and advertising procedures while getting rid of any practices that have a negative impact on the environment. Green marketing encompasses all measures made to meet the demands and requirements of the consumer while causing the least amount of harm to the natural environment. The study's primary goal is to examine consumer knowledge about environmentally friendly products and activities, to look at how consumers feel about eco-friendly items, to determine what factors impact consumers' decisions to purchase green products,to determine the kinds of green items that people buy,to examine how customers' purchasing decisions are impacted by green value.

METHODOLOGY

In Chandigarh (India), 210 participants completed an online questionnaire that was used to gather the There were two main sections to the questionnaire. The first section consisted of seven questions using a Likert scale in which participants were asked to rate their approval of statements regarding their desire to purchase natural cosmetics as well as the statement "I wish to buy natural cosmetics." Participants were also asked to indicate their interest of participation by using Yes/N responses. A basic collection of the participants' demographic information made up the questionnaire's second section (like age and gender). Information about living an environmentally friendly lifestyle was added to the questionnaire, and we also assessed respondents' willingness to spend more for cosmetics with natural ingredients or packaging made of natural materials. We wanted to see if people would still buy natural cosmetics even if they weren't as effective as their synthetic counterparts, so we asked them if they would refuse to.The publications and the internet were searched for the secondary data needed for the investigation.

Analytical tools such as analysis and synthesis methods, inductive and deductive approach methods, and generalization and specialization methods were used to further analyze the analysis's findings. Table 1 clearly identifies the 210 sample members who agreed to complete the questionnaire, making up the 30% male and 70% female composition of the consumer sample. Age-wise, 21% of participants belonged to the 18–23 age group, 32% to the 25–34 age group, 27% to the 35–44 age group, 13% to the 45–54 age group, and 7% to the 55+ age group. Table 4: Personal profile of the respondents

disagree.

Figure 3 shows that 19% of the participants strongly believes that the assertions made by businesses about their green products can be trusted, whereas a significant 66% firmly believe the opposite, with the remaining 5% neither agreeing nor disagreeing.

Figure 4 Without a doubt, shows that 90% of parents would strongly prefer to purchase green cosmetics for their kids, 2% strongly disagree, and 8% are unsure, meaning they are not sure whether they agree or disapprove.

nor against it,10% disagree and 1% are strongly against it.

Figure 6 shows that 32% of the sample's parents and grandparents are currently using green cosmetics, and as a result, they strongly wish to purchase it. In contrast, 45% of the sample strongly disapproved, and 16% neither agreed nor disagreed. In addition to customers strongly agreeing and strongly disagreeing, 4% merely agreed and 3% simply disagreed with the statement.

Figure 7 shows that 42% of them strongly agreed to buy environmentally friendly things for their partners, 17% strongly objected, and 24% were unsure. 12 percent registered agreement but not strong agreement, and 5 percent just disagreed.

According to the research, this is one subject that can be easily discussed by people from three different generations. The survey revealed that participant‘s love of green cosmetics extends not only to their partners, but also to their parents, grandparents, and, to a lesser extent, their children, especially those who are attending college. Given that this age is aware of their obligation to preserve the environment, this sector advocates for a promising market for green cosmetics. The cosmetics sector presents an alluring opportunity to fulfil social duty while preserving enthusiasm, yet only 61% of them believe that green marketing may actually help slow down environmental deterioration, according to a survey. The combined graphic display of the responses is shown in Figure 8

72 percent of people believe that using natural products is safe and free from adverse effects, while 89% of people wish to conserve the environment. 52 percent of people are generally happy with the product and would consider purchasing it again. Cost is not at all a concern for cosmetics, as evidenced by a survey that shows a comfortable 51 Table 2 shows that out of a total of 210 respondents, 56% of those people were aware of environmentally friendly cosmetics, 37% of them were just slightly knowledgeable, and 75 of them had no idea what green cosmetics are.

Table 3 demonstrates that the primary justification for buying environmentally friendly goods. The majority of respondents (40%) do or are willing to buy green cosmetics due to their health benefits. Because they believe that eco-friendly cosmetics are of high quality, 19% of consumers buy them. 8% of customers buy them as a result of retailer and corporate promotions made at the point of sale. 9% purchase due to a doctor's recommendation, whereas 6% do so for brand recognition. 11% of purchases are influenced by product packaging and design. Table 3. reason behind the purchase of green cosmetics

Health benefits 84 40 Good quality and reliability

40 19

Promotional efforts 16 8 Doctors/friends advice

19 9

Brand popularity 12 6 Package and design of products

24 11

Out of 210, 92 people first learned about these things via television or the internet, then 63 people via periodicals. At the time of purchase, 14 respondents learned about these products, and 16 did so through friends and family. 10 of them get their knowledge about green cosmetics from outside sources. Rest 15 (7%) were unaware about these products. Table 4 below has extensive information. Table 4. shows different source of information

By averaging the various replies submitted under the various headings based on age, and gender. we may deduce from this pie chart that the Strongly agree category receives the greatest number of responses, at 51percent. Strongly disagrees, received the second-highest number of replies in this category. The category here reads "NAND" rather than "disagree," which is important to note. This expresses a very strong wish that the 13 percent of NAND members who indicated they "neither agree nor disapprove" could be persuaded to join the green brigade. Even these people can be persuaded to go green through good education and the dissemination of the necessary understanding of the green concept. Only 27% of respondents were able to pay attention to the categories "strongly disagree" and "disagree" combined. Reading it in terms of the total population minus those who "strongly disagree" or "disagree," we can see that despite a serious lack of awareness, 60 percent of the population falls into the category of "AGREE & STROONGLY AGREE," demonstrating beyond a shadow of a doubt that green marketing is very much feasible and can be successfully launched. It has a promising future.

Wemustrecognize that the only choice accessible to us at this time is green marketing. In India, it is still in its infancy. Starting with Green Cosmetics, let's move on.A bright future for this market segment is being assured by changing demographics. The general public's adoption of Green is facing a significant problem due to a lack of awareness.The majority of Chandigarh participants (56%), who have a high level of awareness, are adopting green practices; nevertheless, 47% of them are just somewhat aware of it, and 7% are completely clueless. A portion of the population is willing to spend anything for cosmetics as long as there is no harm done to them or Mother Earth.According to the data, "90% of respondents would like to buy green cosmetics for their kids, 77% would like to buy green cosmetics for themselves, and 54% of them would prefer to buy green products for their spouses too, provided their doubts about its acceptance are calmed down. The numbers in this market group may also change, according to the survey, which claims that 32% of parents and grandparents of the sample already use and plan to purchase green cosmetics. There is a beautiful green road ahead, as indicated by the green signal. Given that a sound awareness campaign is launched to educate people about Green Cosmetics, their composition, and significance, the fact that 60% of the sample expressed interest in learning more about green marketing and 13% said they "neither agree nor disagree" indicates that there is significant room for growth in this field. Government involvement is also required because corporations by themselves won't be able to handle it

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