AN EMPIRICAL STUDY ON WOMEN’S PURCHASE INTENTIONS TOWARDS GREEN COSMETICS IN KOLKATA
One of the consumer markets with the quickest growth is the cosmetics industry, where customers may purchase ever-new body care items. Due to increasing environmental problems the demand for green cosmetics have also increased in all over the world. The purpose of this study is to examine how female consumers view environment and health. The goal of the current study is to better understand how various factors affect female consumers’ intentions to purchase green cosmetics. The study assessed the impact of environmental concern, health consciousness, convenience and branding & labelling on the intention to purchase green cosmetics among the women of Kolkata. Primary data of 100 female participants from Kolkata were acquired for this study using convenience sampling technique. Closed ended questions with single or multiple-choice options were included in the survey questionnaire. Data analysis has been done using SPSS software. To test the hypotheses, correlation and regression analysis was done and the outcomes were interpreted. The study revealed that health consciousness, convenience and branding & labelling depicted a significant impact on the intention among women to purchase green cosmetics. The results aided marketers in coming up with innovative ways to sell beauty products by emphasising sustainability and product safety to appeal to women's attitudes about green cosmetics.