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Cited by 69Environmental Sustainability in BusinessConsumer Perception and Purchasing BehaviorConsumer Behavior and Marketing Influence

The attitude and purchasing of female consumers towards green marketing related to cosmetic industry

Singhal, Aakanksha, Malik, Garima·2021·Journal of Science and Technology Policy Management
DOI 10.1108/jstpm-11-2017-0063
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Abstract

Purpose In the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs. Most people value the environment and belief to protect it. They are aware about the environmental problems, but it is not necessary that their purchasing should lie on this basis. There may be a difference between their attitude towards eco-friendly cosmetic products and the purchasing, which lies on some important factors such as product features, price, promotion and convenience to purchase. This paper aims to discuss the relationship between different age, education and income groups of female consumers with the attitude of female consumers towards green cosmetic products. This paper also highlights the purchasing of female consumers towards eco-friendly cosmetic products and the relationship of it with their attitude. Design/methodology/approach The sample of 100 female consumers from Delhi region has been taken. Statistics have been used with the help of SPSS. Cluster analysis has used in this paper to group the female respondents according to their attitude towards the green cosmetic products, and factor analysis is used to combine the correlated variables (describing the attitude of female consumers towards green cosmetic products) into factors. Tests such as multivariate test, chi-square test and correlation have applied to find out the objectives. Findings It has found that the female consumers having different age and education levels do not have different attitude towards green cosmetic products, but the income level has an impact on it. The women of different income groups are having different attitude towards the pricing and recommendation of green cosmetic products. Second, there is an impact of green cosmetic products on purchasing of female consumers. Third, there is a negative relationship between the attitude and purchasing of female consumers towards green cosmetic products. Research limitations/implications In this study, the respondents are taken from Delhi region in India. Future research could consider a larger or different region for different responses. Further, the variables age, education and income level have been considered for this study. For the wider aspect, other demographic and cultural variables such as occupation, gender, marital status and various cultural and sub-cultural variables based on religions can highlight the other way of green marketing effect. Only two dimensions of attitude and purchasing of female consumers were represented. For the further research scope, other dimensions such as consumers’ intentions and perception, availability and price of green cosmetic products could be considered. Practical implications The relation between the attitude and purchasing of female consumers are described, which can be helpful for managers for the better understanding of female consumers related with the green cosmetic products and to re-frame the marketing strategies. The low and negative correlation between these two variables can change the existing strategies of managers and can direct the marketers to find out factors which influence this relationship and make effective strategies for positioning green cosmetic products. Originality/value This research paper is based on the research conducted through secondary and primary database. The content presented in this research paper is original.

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Authors
Singhal, A., & Malik, G.
Affiliations
Amity University (IN)
ORCID
Malik, Garima
Venue
Journal of Science and Technology Policy Management
Publisher
Emerald
Published
2018-11-12
Volume
12
Issue
3
Pages
514-531
ISSN
2053-4620 (ISSN-L)
DOI
10.1108/jstpm-11-2017-0063
OpenAlex
W2901514462
Cited by
69
References
20
Citations by year
2026: 5 · 2025: 11 · 2024: 5 · 2023: 14 · 2022: 17 · 2021: 10 · 2020: 6 · 2019: 1
FWCI
7.60
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Journal of Science and Technology Policy Management (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
green marketing, sustainable cosmetics, women consumers, consumer attitudes, purchasing behavior, income level, age and education, green pricing, green promotion, customer segmentation, green consumption

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