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Implications
In terms of practical implications, this study will aid the growth of the sustainable cosmetic sector in India.
Through our study brands will be able to design sustainable cosmetic items that customers want, coupled
with appealing marketing methods such as pricing strategy and promotion, honest advertising, and
convenient purchase channels, now that they have been given hints about consumer views. These measures
should help India develop a more promising sustainable cosmetics market segment.

To pique consumer interest and foster a positive attitude toward sustainable cosmetics, marketing efforts
should focus on activities that increase consumer perceptions of value and product knowledge. These have
been shown to have an impact on attitudes regarding repurchasing sustainable cosmetics. Furthermore, the
products' goodness and benefits, particularly in terms of fostering well-being, enjoyment, health, and safety,
should be highlighted and reinforced on container labels and collateral marketing materials used to
distribute product information. Our study also found that product content, product lifetime, and product
recyclability and reuse are influential factors in consumer purchasing decisions.
From our study it can be seen that, the current consumer base is drifting from synthetic cosmetics and
moving more towards sustainable cosmetics. Hence the international brands that are currently catering to
Indian markets, can study the consumer drift further and increase their research and development activities
in sustainable cosmetic products. This trend is further seen

all over the world and the international players can devise their marketing strategies accordingly to capture
this segment of consumers and move towards environmentally friendly products
Conclusion

Consumer decision making is a function of level of satisfaction among them on using sustainable cosmetic
products. The more satisfied a person is with a product after using it, the more likely he or she is to buy it
again in the future. The study of consumer behaviour toward sustainable cosmetic product looked at four
separate variables: product content, product lifetime, recyclability and reuse, and product eco-labels, as well
as the above aspects that influenced their buying behaviour. According to the findings from product content,
people preferred sustainable cosmetics that have a healing and soothing effect. We discovered that
consumers favoured products with a longer shelf life when we investigated product longevity. Consumers
preferred biodegradable packaging the most when it comes to recyclability and reusability. According to an
analysis of eco-labels, customers preferred products with clear and simple eco-labels.
Cosmetics are currently the most widely used daily goods in the world. However, there has been a shift in the
trend, with consumers preferring more sustainable cosmetics over synthetic ones than those that
contaminate the environment in some way. Sustainability is discussed on numerous global platforms, such
as the United Nations Climate Change Conference, where the necessity for governments and their people to
take efforts toward a healthier and cleaner climate has been stressed. Forward-thinking businesses have
already developed sustainable, low-carbon strategies, which will be further aligned with nationally
determined contributions (NDCs) and industry-specific legislation. Businesses are also looking for ways to
replace their mechanisms with green initiatives, from the design stage to delivery. Companies becoming
more environmentally responsible has stirred a wave of global environment consciousness in the minds of
people. Consumer in today’s world has expanded awareness regarding environmental impacts of his
actions. Therefore, people are looking for ways to contribute or make holistically driven decisions towards
this growing global climate consciousness. Hence, this shift has been a gradual, stepwise shift in the mindset
of people. People are going back to basics to support sustainability through their green efforts towards the
environment.

Sustainable Organic products, in addition to being environmentally friendly and sustainable, are relatively
essential in meeting and satisfying client needs. Customers who are concerned about their looks frequently

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