Young Indian women's purchase intentions for green cosmetics: an empirical study

The purpose of the study was to determine the young Indian women's purchase intentions for green cosmetics. Scanty literature is available for the green buying behaviours of the Indian people. We came across studies conducted in many Muslim countries related to halal cosmetics but very few studies were identified related to green cosmetics buying behaviour of Indian women. The study followed an exploratory cum descriptive research design. The statistical tools used were EFA, CFA and SEM. The results of the study indicated that all the hypotheses were supported. Variables like the presence of herbal ingredients, self-image, environmental consciousness, attitude, and brand awareness influenced attitude and purchase intentions. To the best of our knowledge, the study is a pioneering work for purchase intentions towards green cosmetics amongst young Indian women.