Beauty with a Purpose: Investigating the Drivers of Vegan Cosmetics Adoption

Abstract Purpose: In today’s world when consumers are preferring ethical and sustainable consumption, there is a need for growing consumer interest in vegan cosmetics representing animal friendly products. The study focused on the main factors affecting mindful consumption towards vegan cosmetics in India. Methodology: The data was collected from 107 respondents using a survey-based approach. The study performed descriptive test and inferential statistics like independent-samples t-tests, Pearson correlation, chi-square analysis to test the hypotheses. Findings: The findings indicate that gender and income are significant factors affecting mindful consumption. The study also found spiritual values developing positive attitude toward vegan cosmetics, but environmental concern and perceived product quality are the main factors that leads to purchasing of vegan products. Implication: The study offers practical implications for vegan cosmetics brands, including targeted awareness campaigns, clear product labelling, and innovation in product customization, for continuous growth in emerging market segment.