Green: The New Shade of Personal Care Products in India

Green: The New Shade of Personal Care Products in India

Gauri Yogesh Joshi (Symbiosis Centre for Management and Human Resource Development, India) and Gurudas Nulkar (Symbiosis Centre For Management and Human Resource Development, India)
DOI: 10.4018/978-1-5225-4056-4.ch006


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.
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The birth of the cosmetic industry, as we know it today, happened some time after the Second World War. This was triggered by excess petroleum used in the production of beautification products (Sutherland, 2017). The growth of the modern cosmetic industry was also aided by the rise in disposable incomes, urbanization, and changing values. These paved the way for new hygiene practices and beauty ideals (Jones, 2008).

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