A Study of Consumer’s Attitude towards Purchase of Green Cosmetic Products

Authors

  • Kajal Juneja Assistant Professor, Department of Business Management, PCTE Group of Institutes, Ludhiana, India
  • Amitej Singh Associate Professor, Department of Business Management, PCTE Group of Institutes, Ludhiana, India

DOI:

https://doi.org/10.54741/mjar.3.2.8

Keywords:

Consumer, Attitude, Green Cosmetics, Premium

Abstract

The present environment has become more aware and sensitive when it comes to the point of decision with regards to purchase of cosmetic products. With the growing concerns of environmental degradation, both the manufacturers and consumers have grown more cautious with regards to purchase of these products. This study emphasizes upon the consumer’s attitude of with regards to purchase of green cosmetics and analyses the attitude of males and females towards it. A Sample of 200 respondents was taken into consideration and percentage analysis and cross tabulation was used for studying the consumer’s attitude. It was found out that majority of the consumers favour the purchase of green cosmetics and strongly recommend it to others and also that they are environmentally friendly and reasonably priced. When it comes to the factor of gender and income level, women are the majority purchasers, and a large chunk of respondents prefer to pay an extra premium of less than 5% when it comes to purchase of green cosmetics.

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References

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Published

2023-04-28

How to Cite

Kajal Juneja, & Amitej Singh. (2023). A Study of Consumer’s Attitude towards Purchase of Green Cosmetic Products. Management Journal for Advanced Research, 3(2), 57–62. https://doi.org/10.54741/mjar.3.2.8

Issue

Vol. 3 No. 2 (2023): April Issue

Section

Articles

License

Copyright (c) 2023 Kajal Juneja, Amitej Singh

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.