Consumers’ Purchase Intention towards Green Cosmetic Products

  • Dr. C. Muralikumaran

Abstract

Green cosmetics can be defined as those cosmetics which are derived from the plant materials as well as animal materials. These are friendly for the human beings and their skin. In general green cosmetics are having the base at the herbal plants and the medicinal plants. The research tries to know the consumers’ purchase intention towards green cosmetic products. The analysis identified that there is influence of green advertisement and social influence on purchase
intention. It is also identified that there is influence of green advertisement, social influence and purchase intention on buyer behaviour. The research recommended that the social media
advertising should be conceded out on a large scale through different Medias to promote the consumption of green cosmetic products.

Published
2019-11-09
How to Cite
Muralikumaran, D. C. (2019). Consumers’ Purchase Intention towards Green Cosmetic Products. International Journal of Control and Automation, 12(5), 165 - 172. Retrieved from https://sersc.org/journals/index.php/IJCA/article/view/1444
Section
Articles