GREEN BEAUTY: EXPLORING THE INFLUENCE OF SUSTAINABLE MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE COSMETIC PRODUCTS INDUSTRY WITH A FOCUS ON CONSUMER ATTITUDES

Abstract

This study investigates consumer attitudes towards green marketing strategies within the cosmetic products industry, focusing on the dynamic interplay between sustainability initiatives and purchasing behavior. As environmental consciousness becomes increasingly ingrained in consumer values, this research explores the factors that influence the acceptance and impact of green marketing in the realm of cosmetics. The study delves into consumer perceptions of product efficacy, trust in sustainability claims, and the overall alignment of brands with environmental values. Additionally, it examines how packaging, ingredient sourcing, and corporate social responsibility contribute to shaping these attitudes. The research also explores how cosmetic companies communicate and implement green marketing strategies, aiming to discern the genuine resonance of these initiatives with consumers and their potential impact on brand loyalty. Recognizing potential demographic variations, the study considers how attitudes differ across age, socio-economic status, and geographical location. Through a comprehensive analysis of these consumer attitudes, this research aims to provide valuable insights for cosmetic companies seeking to authentically integrate sustainability into their marketing strategies and meet the evolving expectations of environmentally conscious consumers.

Keywords: Green Marketing, Consumer Attitudes, Cosmetic Products, Sustainability, Environmental Values, Purchasing Behavior