A study of green buying behaviour of Indian consumers related to Ayurvedic Cosmetic products

Abstract

It is well documented that Indian consumers are largely made up of a diverse range of income levels, economic classes and cultural backgrounds. This heterogeneity has profound effects on the way these consumers view and understand products, as well as their willingness to purchase them. The research presented in this paper also aims to investigate how consumers perceive the relationship between products and their healing properties, as well as to identify the key  environmental factors that influence consumer decision making. The study was conducted in Panjim City of Goa, India, which is the capital of one of India’s smallest states, where various Ayurvedic products are available. The major focus of this paper is identifying the key factors that influence green buying behaviour of people who buy Ayurvedic cosmetic products. 231 customers who use Ayurvedic cosmetic products were considered for the purpose of the study. The findings of the study show that consumers consider both qualitative and quantitative factors while purchasing Ayurvedic products.