A study on factors influencing pre and post purchase behaviour towards Green Cosmetics A critical analysis of consumer in selected cities of North India

Abstract

As sustainability has become a focal point globally, over the past decade, the adoption of green products has risen, especially in sectors like cosmetics, driven by growing consumer awareness. Despite this progress, the full integration of green products into daily life remains a work in progress. newlineThis study examines consumer pre- and post-purchase behavior toward cosmetic products in selected North Indian cities: Meerut, Faridabad, Dehradun, Noida, and Delhi. Pre-purchase behavior is influenced by subjective norms, environmental concern, product availability, purpose of use, and price sensitivity. In contrast, post-purchase behavior is shaped by brand loyalty, brand consciousness, quality consciousness, price sensitivity, and customer satisfaction. newlineData was collected from primary sources using a self-administered structured questionnaire, including visits to salons and departmental stores in the selected cities. The study utilized one-way ANOVA to assess the impact of demographic profiles on consumer purchase behavior, revealing significant demographic influences on certain factors. Further analysis using Smart PLS highlighted that while environmental concerns play a role, other factors more strongly influence consumer behavior. newlineSix attributes value for money, shopping convenience, product quality, brand loyalty, ingredient quality, and price sensitivity were identified as key factors differentiating consumer behavior between green and conventional cosmetic products. Regression analysis revealed distinct satisfaction drivers: conventional cosmetic users prioritized value for money and ingredient quality, while green cosmetic users valued ingredient quality and shopping convenience. These insights highlight the need for transparency and sustainability as the cosmetics industry adapts to evolving consumer expectations in a competitive, eco-conscious market. newline newline