Consumers Behavior Towards Green Marketing of Cosmetics

This chapter delves into consumer perceptions and behaviors towards eco-friendly cosmetics in the Indian market, focusing on Mamaearth as a prominent brand that has successfully implemented green marketing strategies to build brand loyalty and promote sustainability. The research explores the role of eco-friendly ingredients, packaging, pricing, and promotions in shaping consumer preferences for green cosmetics. It also examines the impact of advertising and promotions on consumer perceptions and purchasing decisions in the eco-friendly cosmetics sector. Furthermore, the study provides insights into the effectiveness of Mamaearth's eco-friendly messaging, campaigns, and content in communicating the environmental benefits of its products to consumers. It highlights the importance of transparency in ingredient sourcing and manufacturing processes in building trust and credibility with environmentally conscious consumers. This study examined consumer attitudes and behaviours towards eco-friendly cosmetics, focusing on impact of green marketing in cosmetics industry.