Exploring the green beauty boom: Unveiling the influence of socio-demographic factors on consumer decision making in the organic cosmetic industry

The global organic cosmetic industry is expected to experience remarkable growth over the next five years, driven by the growing popularity of healthier lifestyles. This research paper examines how demographic factors influence consumers' buying behaviour towards organic cosmetics. Data from a purposive sample of 225 customers was gathered using a questionnaire and the analysis was conducted with SPSS. The results of ANOVA indicates that age, gender, marital status, educational status, and occupation has a major influence on the buying behavior of organic beauty products. The results of this study have important theoretical and practical implications for marketers in the organic cosmetics industry, providing valuable insights into Indian consumers of organic beauty products. Firms can develop effective marketing strategies for organic cosmetics by focusing on the key demographic factors highlighted in this study.