Green: The New Shade of Personal Care Products in India

Abstract

The cosmetic and personal care product industry, unlike any other industry, has been ‘recession proof' in the Asian market. Not only do Asian consumers have a great appetite for innovative products, but they are also demanding in terms of product performance. Traditionally, the Asian consumer has been a fan of Western cosmetics and personal care products. With the changing times, however, there has been a shift in preference from Western cosmetics to ‘“natural” ones. The Asian consumer has started believing in the efficacy of natural ingredients. This chapter determines the extent of environmental concern among female Indian consumers when purchasing personal care products. It also examines the role of consumer willingness to pay for environmentally-friendly products when making green purchases. It also tests if willingness to pay can be predicted based on certain product attributes.