Looking Good and Thinking Green-Can Green Personal Care Products Be Promoted?

Abstract

The purpose of this paper is to determine the extent of environmental concern among consumers while purchasing personal care products. This paper also examines the role of consumer's willingness to pay for environmentally friendly products while making green purchase. It also tests if willingness to pay can be predicted based on certain product attributes. An exploratory factor analysis was carried out to develop the conceptual framework and based on which a questionnaire was designed. Primary data was collected from 300 respondents, women working in Information technology sector between the age group 25-45. The results show that there is high amount of environmental awareness among the consumers. However due to lack of proper and reliable information exchange between the manufacturers and the consumers this awareness does not materialize in green purchase behavior. Consumer's willingness to pay extra for ecolabeled product is dependent on the product reliability and appeal. Hence ecolabeled products stand a chance to be selected if they are appealing and reliable.

Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review

“…The term 'green' is very often used as an umbrella term and represents concepts such as natural, sustainable, ecological, environmentally friendly, ethical and organic (Han et al, 2011;Hsu et al, 2017;Joshi & Nulkar, 2016). According to Ottman and Books (1998, p. 89), "green products are the ones that cause less environmental impact than its alternatives", while "green products must have the quality and efficacy that the consumer expects from a 'non-green' alternative" Sahota (2013, p. 289).…”

Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption

“…While research has investigated the consumption values of GPCP in various contexts, many studies have been region-specific, (Szaban, 2023) focusing on areas with unique socio-demographic characteristics. Most existing studies originate from Asian countries (Afonso et al, 2016;Ghazali et al, 2017;Sadiq et al, 2021) or India (Jog & Singhal, 2019;Joshi & Nulkar, 2016) with only a few conducted in Europe (Matić & Puh, 2016;Zollo et al, 2021) or the US market (Kim & Chung, 2011). Notably, the last US study was conducted over a decade ago and did not find a direct impact of health consciousness (HC) on attitudes toward the organic personal care category under study.…”

“…In response, consumers are shifting toward eco‐friendly and nature‐aligned products, reflecting in a global market value of USD 518.56 billion in 2022 (GVR Report, 2023). The term “green” has become central in the industry, symbolizing sustainable practices (Jaini et al., 2020; Joshi & Nulkar, 2016; Suphasomboon & Vassanadumrongdee, 2022), and the influence of personal grooming has further fueled this growth, especially in the context of the COVID‐19 pandemic (Culliney, 2021).…”