Impact of Green Marketing on Consumer Purchase Intention for Sustainable Goods: An Empirical Study for Green Cosmetic Products

Abstract

Customers' intents to purchase sustainable items are greatly influenced by green marketing, especially when it comes to eco-friendly cosmetics. Customers are more likely to buy things that reflect their ideals as environmental consciousness rises. Customers that value sustainability are drawn to green marketing techniques including transparent labeling, organic products, and eco-friendly packaging. Customers that care about the environment are more likely to trust and stick with a business when it employs these strategies. Additionally, by setting firms apart in a crowded market, green marketing gives them a competitive edge. Because they believe that green cosmetics are healthier and more socially conscious, consumers are willing to spend extra for them. Nevertheless, the veracity of the claims made by the brands determines whether or not green marketing is successful. Consumer mistrust and damage to the brand's reputation might result from false information or greenwashing. Thus, influencing customer purchase intentions toward sustainable cosmetic products is largely dependent on the application of green marketing methods. In this study, the survey was conducted among 247 consumers of green products to know the factors that determine the Impact of Green Marketing on Consumer Purchase Intention for Sustainable Goods and found that Consumer Awareness and Perception, Social Influence, Price and Perceived Cost and Brand Image and Loyalty are the factors that determines the Impact of Green Marketing on Consumer Purchase Intention for Sustainable Goods.