“A STUDY ON OF FACTORS INFLUENCING CONSUMER PREFERENCE FOR GREEN COSMETIC PRODUCTS IN BANGALORE CITY”

Green Marketing and Green Products are gaining popularity as we
are progressing. People are becoming health conscious which leads
to popularity of green items. But, with respect to India, not much of
systematic research happened. So, with respect to existing literature
from across the world, there are many factors which can affect the
green products popularity. So, the research tries to identify the
factors for green cosmetic products’ popularity specifically in Indian
context. Also, by understanding these facts the organizations’ can
improve their strategy for making the green products more sellable
and acceptable to the prospective consumers.
As we can see from the above discussion, green cosmetic products
are slowly gaining popularity due to green marketing. Also, as people
are becoming more conscious about health and environment, they
started behaving in a more conscious way. Still there are many
barriers, such as awareness of the green products, their availability
etc.
In this context, it is important to examine various psychographic and
demographic factors which influence the usage of green cosmetic
products, specifically in cosmetic category in Bangalore ,Karnataka,
India. The various psychographic variables, such as Environmental
Consciousness, Health Consciousness, Price Sensitivity, Product
Involvement and Innovation in buying products are selected from
a thorough literature review. The demographic variables are also
studied from a detailed literature review. The consumers’ perception
about each psychographic variable is being understood using
specific items. The study aims to provide a snapshot of consumers’
belief about Green Cosmetic Products about various Psychographic
and Demographic variables in Bangalore ,Karnataka (India).