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turn to cosmetics to improve the image they project in society. As a result, green customers are more likely to
seek for sustainable cosmetics in order to retain their social status. As a result of the study, people are
increasingly conscious of the environmental damage caused by synthetic chemicals, which has resulted in
increased demand for sustainable cosmetics.
Limitations and Future scope

Sample size of this study was 198, which is considerably high for this study. We covered Mumbai
geographically and the study has chosen judgemental sampling and does not represent the entire population
of the company. Majority of respondents were young between 18-40 years of age and hence the study might
be limited to the respective age group. Future investigation should include different age groups and
geographical locations of the country as well.
This study was designed to examine consumer behaviour towards cosmetic products generally. But
sustainable cosmetic brand may have its own uniqueness and people’s perception about these brands may
also vary, leading to different consumer buying behaviour toward these products. Thus, future research
should specifically focus on comparison of two or more sustainable cosmetic products.

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