Green Cosmetics - Changing Young Consumer Preference and Reforming Cosmetic Industry

Abstract

India being in the phase of developing economy is facing a lot of environmental complications due to excessive chemical usage. The growth spurts as observed in Delhi NCR, India, has impacted the ecosystem resulting in many aberrations. The environment pollutants have not only affected the atmosphere but have led to many health issues. There is a growing concern over health risks associated with the consumption of artificial non-green products reacting with the human body. This has resulted in many skin and hair diseases. The drastic environmental change has made mankind realize the importance of being natural and being “Organic”. Renewable strategy towards sustainable development is the need of the hour. In line with the change in the business environment, the attitudes of present consumer have changed also thoroughly. The consumers today are changing into more knowledgeable ones and this is reflected in the buying attitude towards cosmetics. Through this paper an attempt is contrived to identify the factors motivating consumers to purchase the green cosmetics. The study used a structured survey of 150 respondents covering Delhi and the National Capital Region (NCR) of Ghaziabad, Noida and Faridabad (India). The study investigates the relationship between significant variables for the respondents living in Delhi (NCR). It tries to identify the various pitfalls faced by consumers while moving from non-green to green cosmetics. By sufficient analysis it is summed that changes need to be adapted by the marketers for segmenting, targeting and motivating the wide diversified customer base