Gender-Neutral Consumer Perception And Purchase Intentions For Green Cosmetic Products: A Study In Bengaluru

Abstract

Production of green cosmetics has been fueled by customers' growing interest in these products, which emphasize skin health, quality, along with beauty. Growing public knowledge of toxic venoms in conventional cosmetics is influencing their desire for natural alternatives. This research sought to determine the elements affecting Indian consumers' perceptions and intentions to buy green cosmetics, with a particular emphasis on customers who are male as well as female. achieving this, a thorough literature assessment was conducted through journals and book reviews, with the notion of intentional behaviour serving as the theoretical foundation. To examine the disparities in the views and purchasing intentions among customers who are both men and women, Smart PLS 3.0's structural equation modelling has been used in the investigation. and performed a multigroup analysis. The survey found that customers' attitudes and propensity Bengaluru City is witnessing a substantial increase on the sales in eco-friendly cosmetics.