Author(s) :   Himani¹, Prof. A. S. Boora²

Abstract : This study explores the key drivers influencing consumer buying behavior in the context of green personal care products. The research examines how factors such as value orientation, accessibility, environmental sensitivity, brand image, wellness considerations, and peer influence shape purchasing decisions. The study employs a structured questionnaire administered to a diverse sample of consumers to assess the significance of these factors in their decision-making processes. Results indicate that while environmental sensitivity and wellness are strong determinants of purchasing behavior, brand image and peer influence also play crucial roles in shaping consumer preferences. Using a descriptive and causal research design, the study covers 6 districts in the Haryana regions randomly selected from six revenue divisions, each serving as a separate stratum in a stratified sampling approach. A total of 550 questionnaires were distributed, with 50 per district, resulting in 410 valid responses. The findings offer valuable insights for marketers and organizations aiming to promote sustainable products, emphasizing the need to align product offerings with the values and concerns of environmentally conscious consumers.

Keywords: Green Personal Care Products, Consumer Buying Behavior, Value Orientation, Accessibility, Environmental Sensitivity, Brand Image, Wellness and Security, Peer Influence etc.

DOI : 10.61161/ijarcsms.v12i11.1

Pages : 1-8

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