An Empirical Investigation into User-Generated Reviews and Their Influence on Indian Consumers’ Perceptions of Eco-Conscious Cosmetics

The global cosmetics industry is witnessing a paradigm shift toward sustainability, driven by heightened consumer awareness and regulatory imperatives. In India, the demand for eco-conscious cosmetics is growing exponentially, with user-generated reviews (UGR) playing a pivotal role in shaping consumer perceptions. This study employs a mixed-methods approach to investigate the impact of UGR on consumer trust and purchase intentions for eco-conscious cosmetics in India. The findings indicate that perceived authenticity and transparency significantly enhance trust in UGR, while scepticism acts as a moderating variable. Trust in UGR positively influences consumer attitudes and purchase intentions, highlighting the importance of digital word-of-mouth in consumer decision-making. The study provides insights into how marketers can leverage UGR effectively by fostering authenticity, addressing scepticism, and optimizing digital strategies to promote sustainable beauty products in India.