Author(s) :   Diksha Bundela¹, P. Vakula Kumari², Shreya Jain³

Abstract : The growing interest in green cosmetic products, particularly among consumers prioritizing skin care, product quality, and aesthetic appeal, has driven their production. Increased awareness of the harmful effects of toxins in conventional cosmetics has prompted consumers to shift toward natural alternatives. This study investigates awareness of green cosmetics among undergraduate and postgraduate students of Sagar district of Madhya Pradesh, examining the influence of gender, purchasing factors, and consumer behaviour. The findings reveal that while promotional factors such as social media, discounts, and product design have limited impact, peer influence, especially from friends, family, and relatives, plays a significant role in purchasing decisions. The research highlights a growing environmental consciousness among students, with green cosmetics contributing to increased eco-awareness and responsible consumption patterns. This shift points to a positive trend in sustainable consumer behaviour among younger generations.

Keywords: green cosmetic, environment, sustainable, awareness, consumer behaviour.

DOI: 10.61161/ijarcsms.v13i7.3

Pages : 20-28

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