An Analytical Study of Market Trends and Consumer Preferences for Organic and Sustainable Green Cosmetic Products with Reference to Ahilyanagar district in Maharashtra.

The cosmetic industry is the most popular growing industry in the modern world. The growing awareness of skincare, haircare and personal hygiene is growing day by day due to the social media experts and influencers as they are promoting and educating people through their channels. With these awareness people demand is also growing for cosmetic products especially green organic sustainable cosmetics so it has seen a paradigm shift due to rising environmental concerns and increasing consumer awareness for chemical free safe products. This study aims to analyse the market trends and consumer preferences for organic cosmetic products in Ahilyanagar. The research highlights factors responsible for demand decisions among consumers, how environmental consciousness affects people during their demand for products , how natural ingredients affect the demand for products, how changes in price affects their demand pattern in Ahilyanagar. It also shows what are the factors which are affecting the growth of sustainable organic cosmetic industry and what policy should these natural organic cosmetics industry adopt to face the growing competition by modern traditional products. The findings will provide valuable details for organic cosmetic companies to align their marketing strategies and help new and established entrepreneur to adjust changing consumer expectations.It will also help consumers by citing out the details which the industries need to improve to benefit consumer and also organic cosmetic industry. The study is mostly confined to Ahilyanagar consumer behaviour pattern in response to green cosmetics.