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Conceptual Diagram

This conceptual diagram is related to our study based on factors that affect consumer decision making
on sustainable cosmetic products.
Need of Study

The use and search for natural materials and additives has been increasingly popular in recent years. This is
especially true with cosmetics. The detrimental impacts of synthetic materials on health and the
environment have become more apparent, which has led to a surge in popularity. At the moment, marketing
trends are leaning toward natural cosmetics that are linked to a healthy lifestyle and relate cosmetic product
use to good eating habits (16). Many studies have covered factors like lifestyle, health consciousness,
awareness, purchase intention, (16)(17) etc but product recyclability and reuse, product label and longevity
for the cosmetic segment remains unexplored in driving consumer’s willingness to buy a sustainable
cosmetic product. Consumers are becoming more educated, which is reflected in their purchasing habits
when it comes to cosmetics. The purpose of this paper is to determine the impact of the elements that
motivate customers to purchase sustainable cosmetic goods (18).
Objective of Study

1.The objective of this study is to study the factors that affect consumer decision making on buying
sustainable cosmetic products.
1.a.Content of the product influence consumer’s decision towards buying a sustainable cosmetic
product.

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