Consumer Awareness and Purchase Intention Towards Environmentally Sustainable Cosmetics: A Study Of Thiruvananthapuram Taluk

Abstract

The present study examines consumer awareness and purchase intention towards environmentally sustainable cosmetics. The study aims to examine the socio-economic background of consumers, assess their level of awareness, identify the factors influencing purchase intention, and analyse the relationship between consumer awareness and purchase intention. The study adopted a descriptive and analytical research design. Primary data were collected from 110 respondents through a structured questionnaire, and secondary data were collected from journals, books, research articles, reports and other relevant sources. Percentage analysis, mean and standard deviation, chi-square analysis, correlation analysis and multiple regression analysis were used for analysing the data.The findings reveal that 45.45 per cent of the respondents have a high level of awareness, while 38.18 per cent have a moderate level of awareness towards environmentally sustainable cosmetics. Environmental concern emerged as the major factor influencing purchase intention, followed by product quality, price and product effectiveness. The study found a positive and significant relationship between consumer awareness and purchase intention, with a correlation coefficient of 0.682. The regression analysis further revealed that the selected factors significantly influence purchase intention, with environmental concern emerging as the strongest positive predictor. Price was found to have a significant negative influence on purchase intention.The study concludes that increasing consumer awareness, improving product quality and effectiveness, providing eco-friendly packaging, ensuring reasonable pricing and strengthening transparent environmental communication can encourage consumers to purchase environmentally sustainable cosmetics. The study suggests that manufacturers, marketers and policymakers should work together to promote sustainable cosmetic consumption and bridge the gap between consumer awareness and actual purchasing decisions.