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Results And Interpretation
Consumer awareness of environmental and social issues is one of the most important drivers of
sustainability in the cosmetics sector, pushing the industry to become "greener." 2017 (Fernando and
Hennayake) (24).

H1: Content of the product influence consumer’s decision towards buying a sustainable cosmetic product.
People are becoming increasingly conscious that global warming is having an impact on the climate. The
growing human awareness of global warming, according to Moisander (2007), has increased environmental
demands (19). Organic and green cosmetics derived from agricultural ingredients and developed without
synthetic fertilisers are preferred by environmentally conscious consumers (Ghazali et al., 2017) (20).
Organic products have gained popularity among consumers due to the natural components utilised in them.
As a result, customers' perceptions of organic cosmetics improved (Zhang & Zhou, 2019) (21). The
development of organic cosmetic goods is thought to suit consumers' desires for ethical convictions and
health reasons, as well as improving the cosmetics industry as a whole (Matic and Puh, 2016; Sahota, 2014)
(22). Cosmetics firms across the sector have aggressively produced organic ingredients in response to
consumers' healthy and sustainable lifestyles, creating a better environment for organic cosmetics market
growth (Stávková et al., 2008) (23).

Here the significance value (p-value=0.000) is less than 0.05, this shows that the model fits the
data significantly better than the null model.

For Product Content p-value <0.05, this indicates that the product content has a statistically
significant corelation with the consumer decision making to buy a sustainable cosmetic
product.

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