Consumer Attitude Towards Environmentally Friendly Cosmetics: an Empirical Study in Thiruvananthapuram Taluk

Abstract

The growing concern for environmental sustainability has increased consumer interest in environmentally friendly cosmetic products. The present study examines consumer attitudes towards environmentally friendly cosmetic products in Thiruvananthapuram Taluk. The study specifically focuses on consumer awareness, attitude, factors influencing attitude, and the relationship between consumer attitude and purchase behaviour. The study is based on primary and secondary data. Primary data were collected from 110 respondents through a structured questionnaire using convenience sampling. The data were analysed using Percentage Analysis, Reliability Analysis, KMO and Bartlett’s Test, Exploratory Factor Analysis, Multiple Regression Analysis, and Pearson Correlation Analysis. The findings indicate that a considerable proportion of respondents have a high level of awareness towards environmentally friendly cosmetic products. The consumer attitude scale demonstrates satisfactory internal consistency. The factor analysis identifies Environmental Awareness, Product Quality and Safety, Price and Availability, and Sustainable Packaging as important factors associated with consumer attitude. The regression analysis indicates that these factors significantly influence consumer attitude towards environmentally friendly cosmetic products. The study also reveals a significant positive relationship between consumer attitude and purchase behaviour. The study suggests that cosmetic manufacturers and marketers should focus on product quality and safety, sustainable packaging, reasonable pricing, wider availability, consumer awareness, and transparent communication to encourage environmentally responsible consumption. The study concludes that favourable consumer attitudes towards environmentally friendly cosmetics can contribute to sustainable purchasing behaviour and support the development of a more environmentally responsible cosmetic market.