CONSUMER ANALYSIS OF SUSTAINABLE COSMETICS CHOICES AMONG YOUTH IN KERALA
Divina Maria Alex
Research Associate, International Centre for Technological Innovations, Alappuzha, Kerala
With an emphasis on gender influences, this study explores Kerala, Indias Generation Zs sustainable cosmetics usage. Tests of gender-related sustainability awareness hypotheses are conducted by examining factors that impact choices and adoption barriers. 80 respondents between the ages of 15 and 35 were surveyed. The results show that respondents are overwhelmingly aware of sustainability, have a similar gender distribution, and favour online shops. Influential elements like organic ingredients and brand reputation have a big influence on decisions even though they have no correlation with gender The study highlights the need to address affordability, accessibility, and knowledge exchange in order to promote the use of sustainable cosmetics. It recommends investigating innovative ways to encourage environmentally friendly decisions.
Keywords: sustainable cosmetics, gender, young generation, kerala, green cosmetics
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)
Published on : 2023-11-15