Page 17 - IMDR JOURNAL- 2022

throughout their life, from extracting the raw materials to disposing it off.
Cosmetics are made up of a variety of chemical substances that come from either natural or manufactured
sources. Cosmetics are used for many different things. Cleanse and protect the body or skin with products
designed for personal care and skin care. The term "green" is frequently used interchangeably with "natural"
and "eco-sustainable," and implies that a product or service is good for the environment and our health. As a
result, "green cosmetics" are cosmetics made using biodegradable formulations and chemicals taken from
natural sources. renewable plant and green sources, as well as decreased toxicity and transparent
manufacturing procedures. Also, the spending power consumers, particularly in the cosmetic market, has
steadily increased over time. Cosmetic sales have been gradually increasing in emerging markets over the
past decade and will continue to do so till now (2)(Barbalova 2011). Thus, we are seeing Consumers,
producers, and the environment all benefit from eco-friendly cosmetics, which include increased brand
reputation, lower toxicity, and better product quality.

This study aims at understanding consumer behaviour while purchasing sustainable cosmetic products.
Consumers' environmental concerns were highlighted as a key factor of how engaged they are in
ecologically purchasing behaviour (3). This study explores factors like product content, product longevity,
product recyclability and reusability and product labels of cosmetics. The purpose of this study is to analyse
– through a quantitative study – sustainable purchase behaviour when buying beauty products with an eco-
friendly material and to determine the different variables having relevance in the process (4).
Product content, in particular, plays a critical role in the commitment to sustainable growth based on three
key principles:

• Raw materials that are renewable.
• Developing high-level safety processes with a very low failure rate (Eco)toxicity and waste levels

• New components with a low environmental impact and a high nutritional value Of course, there are
no negative consequences for human health (5).
Effect of product longevity on consumer decision making is a factor which has limited research presently.
So, this study aims to explore the significance of longevity and how it affects the consumer buying behaviour
towards sustainable cosmetics.

A study performed in China showed a positive relation between green consumer buying behaviour and
recyclability, which implies that people who buy green and sustainable products also tend to recycle more
(6).So it was imperative to study the Indian consumer behaviour in terms of recyclability while buying a
sustainable cosmetic product.
Normally, information about a product is compiled from a variety of sources. Each source can supply
information that is either favourable, neutral, or negative. Eco-labels are one source of information used to
signal the existence or absence of specific traits, and they have the potential to drastically alter purchase
behaviour. Eco-labels tell consumers about the environmental quality of items at the point of purchase,
allowing them to make environmentally conscious purchasing decisions. Consumers worry about the label's
source and the quality of the information it includes, according to research. The consumer product sector
uses eco-labelling to address consumer concerns about environmental issues and sustainability. The
certification of products has gotten a lot of attention in the world of eco-labelling (7).

Literature Review
Each cosmetic's composition and ingredient choices have an impact on how it affects the skin. Because of
the safety and function of each ingredient, the formulation stability, and the consumer desire for certain
chemicals, choosing the proper ingredients can be difficult (8). Natural cosmetics must be free of raw
materials derived from genetically modified plants, as well as raw materials derived from dead animals or

12