Impact Of Social Influence And Safety On Purchase Decision Of Green Cosmetic

Abstract

The research tries to understand the influence of social influence and safety on purchase decision of green cosmetic. Pilot study sample size of the research was 50 female teachers from Higher Secondary Schools in Tiruvallur district of Tamilnadu. Descriptive research design was used. Structured questionnaire was used for primary data collection. Path analysis was used for data analysis. The analysis identified that there is influence of safety and social influence on customer satisfaction with respect to purchase decision. From the analysis, it is concluded that producers and marketers should present the information on serious environmental problems to raise environmental fear among the users of green cosmetic. Extra care should be taken to guarantee regular accessibility of green cosmetic products in the marketplace.