The attitude and purchasing of female consumers towards green marketing related to cosmetic industry (original) (raw)

Journal of Science and Technology Policy Management, 2018

Abstract

Purpose In the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs. Most people value the environment and belief to protect it. They are aware about the environmental problems, but it is not necessary that their purchasing should lie on this basis. There may be a difference between their attitude towards eco-friendly cosmetic products and the purchasing, which lies on some important factors such as product features, price, promotion and convenience to purchase. This paper aims to discuss the relationship between different age, education and income groups of female consumers with the attitude of female consumers towards green cosmetic products. This paper also highlights the purchasing of female consumers towards eco-friendly cosmetic products and the relationship of it with their attitude. Design/methodology/approach The sample of 100 female consumers from Delhi region has been taken. Statistics have been used with the help of...

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