INCLINATION TOWARDS THE PURCHASE OF GREEN COSMETICS: THE ROLE OF HEALTH AND BEAUTY CONSCIOUSNESS IN DETERMINING CONSISTENT BUYING AMONG WOMEN IN SIVAGANGA DISTRICT

As the concept of health maintenance and environmental consciousness had become a high necessity to safeguardmankind, promoting green products usage and consumption is a demand of this hour. Cosmetic industry is oneamong the sector that picked up the pace of development and exposed a sustainable progress in Indian Context.Owing to this scenario, the magnitude of green cosmetics is more behind the ideal one for the security primitivesin environment and consumers. The market witnesses a novel trend wherein the consumers shifts from purchasinghabits of chemical-based cosmetics towards organic cosmetics, due to its huge benefits to health and environment.For achieving this pious goal, it is utmost required to identify the determinants insisting the user to opt towardsgreen cosmetics products, thus could be ventilated towards masses to extend the base of consumers for greenproducts. The present research is exploratory and empirical in nature, and examines the determinants influencingthe purchasing behaviours of consumers towards green cosmetics and their consistency. Simultaneously thedifferent local brands entering into the market of green cosmetics and certain barriers such as cost, availabilityand so on of green cosmetics the necessity to maintain the consistency in purchasing growth of green cosmeticsand brand loyalty in competitive market is essential. The study is put forth to fulfil this objective, throughquantitative analysis gathered from the perception of 150 cosmetic users (women population) from Sivagangaidistrict, Tamilnadu through semi-structured questionnaire distribution. The outcomes of research explores thebasic association, of determinants of green cosmetics, beauty, health conscious factors, hurdles to buy, brandloyalty and sustainability in purchasing decision of respondents using statistical method through SPSS 20.0version.