Green Cosmetics Purchasing Behaviour : A Study of Eco-Conscious Choices of Generation Z consumers

The present study explores the factors determining the behavioural pattern and purchase intention of Generation Z consumers regarding Green Cosmetics in India. The study aims to present a theoretical framework by assessing the influence of environmental awareness, health consciousness and social influence on the purchasing pattern of Gen Z towards Green cosmetics. Further, the study employs Quantitative research approach collected with the help of convenience sampling technique. The data was collected from 160 Gen Z respondents with the help of structured questionnaire constructed on a 5-point Likert scale circulated by the way of online google forms. The collected data was analysed using SPSS software, descriptive statistics was utilized to provide an overview of the sample data. Underlying variables were identified using Exploratory Factor Analysis (EFA). Inferential statistics like correlation and regression analysis was used to test the influence of identified factors on Gen Zs preference and purchase intention towards green cosmetics. Further, the study found that two factors i.e. environmental awareness and health consciousness has a significant positive influence on Gen Zs purchase intention towards green cosmetics, which means Gen Zs possess higher level of consciousness towards environmental sustainability and health concerns. However, social influence though having a positive correlation, was found to be insignificant which was contrary to previous researches. The insights of the study will help the businesses and marketers in leveraging the demands and needs of this particular cohort in the cosmetic industry. Additionally, this study is also helpful for researchers and contributes to existing knowledge as it states the future research scope and serves as the basis by providing a theoretical model.