research paper data set.xls

Green cosmetic products are gaining popularity among consumers who prioritize skin health, quality, and beauty. This has increased the production of such products. Consumers are now more aware of the harmful toxins present in cosmetics, leading them to prefer natural products. To determine the elements impacting Indian consumers' buying behaviour and purchase intentions toward green cosmetics, a thorough evaluation of the available literature from journals included in Scopus was conducted. The theory of planned behavior was employed in the study, which concentrated on both male and female consumers. The research found increasing demand among males for green cosmetics in North India. The study analysed the variations in purchasing intentions and actions between male and female consumers using Smart PLS 3.0’s structural equation modeling with this a multi-group analysis was also conducted. The results revealed that subjective norms significantly influenced purchase behaviour and purchase intention. Perceived behavioural control and subjective norms also positively impacted purchase intention, indirectly affecting purchase behaviour through purchase intention. It's interesting to observe that environmental concerns do not affect consumers' real purchasing intentions or behavior. Nevertheless, the study's conclusions showed that there were no appreciable distinctions between male and female consumers in terms of the impact of various variables on their propensity to make purchases and their actual buying habits. This research provides valuable insights for policymakers and marketing managers who aim to promote green cosmetic product purchase behavior.