Sustainability: The Green Cosmetic Brands for Eco-Friendly Transformation

Abstract

Nowadays, the term "green" is often used interchangeably with "organic" or "healthy" in marketing. When a customer hears the term "green cosmetics," they will immediately associate the brand or product with environmental consciousness. In the context of the cosmetics industry, natural components derived from renewable raw materials are used to create "green" and "sustainable" cosmetics. Petrol is a non-renewable and highly volatile fuel that is used by many enterprises as petrochemical components. On the other side, the foundation of the green cosmetics movement is bio-based oleochemicals, which come from renewable plant and bacterial sources. The purpose was to study respondent’s behaviour towards green products by analysing the students attitudes to choosing to purchase organic cosmetics. The study covers the P.G Students of Adipur city of Kachchh region.  This research is based on perception towards use of green cosmetic brands. It was discovered that eco-friendly cosmetics play a significant role in satisfying consumers' diverse demands while also being sustainable and kind to the environment.