The Impact of Green Marketing on Consumer Buying Behavior Towards Green & Eco-Friendly Cosmetic Products with Reference to Selected Cities in India

Abstract

This study explores the impact of green marketing on consumer behavior in India's urban centers, focusing on eco-friendly cosmetics. It examines consumer perceptions and buying decisions, highlighting the potential of sustainable marketing. The paper is structured with an introduction, literature review, objectives, research gaps, inquiries, findings, and more. Various factors were considered, drawing from secondary sources like articles and reports. Through data analysis, it offers insights into marketing strategies and consumer preferences. These findings are valuable for businesses aiming to promote eco- conscious choices in India's cosmetic market, fostering sustainability in metropolitan cities