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H2: Longevity of the product influence consumer’s decision towards buying a sustainable cosmetic
product.
Even in the throwaway culture of industrialised countries, items built for lifespan are still available. Whilst
many studies have been conducted to understand the effects of longevity on various items like durables (46),
clothing (47) and furniture (48), not many studies have been conducted on longevity and its effects on
consumer behaviour in sustainable cosmetics. hence in our study, we have studied the importance of
longevity as an important factor in driving consumer’s decision making toward buying a sustainable
product. Consumers are generally interested in acquiring things that last longer and are more reliable,
according to research. (44)(45).

Here the significance value (p-value=0.006) is less than 0.05,
this shows that the model fits the data significantly better than the null model.

For Product Longevity p-value <0.05, this indicates that the product longevity has a
statistically significant corelation with the consumer decision making to buy a sustainable
cosmetic product.
H3: Product recyclability and reusability of the product influence consumer’s decision towards
buying a sustainable cosmetic product.

Consumer perceptions of sustainable packaging in terms of material, market appeal, and production
technology were examined in this study.
This analysis aided us in comprehending how a given container might be seen as green when compared to
other commonly used materials. We also look into the reusability of the packaging material and how
consumers feel about it. The primary and secondary layers, as well as the materials utilized, such as glass,

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