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1.b. Longevity of the product influence consumer’s decision towards buying a sustainable cosmetic
product.
1.c. Product recyclability and reusability of the product influence consumer’s decision towards
buying a sustainable cosmetic product.

1.d. Eco-label of the product influence consumer’s decision towards buying a sustainable cosmetic
product.

Methodology
1. Sample size – We collected a sample of 198 data points comprising of female and male respondents.
For our sample collection, we aimed to reach out to people between the ages of 18 and 40 who were
either using or were aware of sustainable cosmetic products.
2. Sampling Technique – We have used simple random sampling which is a type of probability
sampling. Simple random sampling is a type of probability sampling in which a researcher selects a
subset of a population at random. Each person in the population has the same chance of being
selected.

To meet the research goal, a questionnaire was employed to collect 198 sample datasets on a 5-point
Likert Scale. We chose men and women who had a flair for organic cosmetic product. To obtain face-
to-face samples, we employed the intercept survey method, which was particularly effective in
shopping malls (shops and malls). We contacted present and potential users of sustainable cosmetics
and asked them to fill out a survey form on paper. We mostly gathered data in Mumbai and Thane.
3. Scales Used - To verify the stated hypotheses, a survey questionnaire was used. The questions for
each construct were designed depending on how each construct was operationalized in the study.
Product content, product lifetime, product recyclability and reusability, and product eco-label were
all evaluated using a five-

point Likert scale. All components were assessed using 25 items in total. A pilot test with ten people
was undertaken, and adjustments to some of the phrases were made in response to the pilot test
participants' comments and ideas. Consumer decision making is a function of level of satisfaction
among them on using sustainable cosmetic products. We have measured dependent variable on
nominal scale using three options (satisfied, neutral, not satisfied).4. Statistical Technique -
Multinomial logistic regression is a statistical technique that predicts categorical placement in or the
probability of category membership on a dependent variable by combining numerous independent
inputs. The data has a single categorical dependent variable with three categories. In addition, the
data contains four continuous predictors. The MLR was fed data from the survey questionnaire
responses.
Testing Of Hypotheses

H1: Content of the product influence consumer’s decision towards buying a sustainable cosmetic product.
H2: Longevity of the product influence consumer’s decision towards buying a sustainable cosmetic product.

H3: Product recyclability and reusability of the product influence consumer’s decision towards buying a
sustainable cosmetic product.
H4: Product labels of the product influence consumer’s decision towards buying a sustainable cosmetic
product.

H5: Cumulative impact of the factors that influence consumer’s decision towards buying a sustainable
cosmetic product.

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