Understanding Young Adults’ Perspectives on Green Personal Care Product Consumption

Abstract

India has emerged as one of the fastest-growing markets for natural and organic products, offering significant scope for expansion and long-term development. The sector is anticipated to grow at a rate nearly double that of comparable industries in the United States and Europe. Furthermore, India represents the second-largest consumer market globally, which has increasingly attracted the attention of international firms, particularly within the personal care and beauty segment. The present study examines the influence of brand image, product knowledge, product quality, and price promotion on the purchase intention of young adults toward personal care green products. Primary data were collected from 101 respondents using a structured questionnaire, and the data were analyzed using multiple linear regression analysis through SPSS software. The findings reveal that brand image, product knowledge, and product quality exert a significant positive influence on young adults’ intention to purchase personal care green products. In contrast, price promotion does not demonstrate a statistically significant effect on purchase intention. The results underscore the importance for organizations to prioritize young adults’ perceptions and evaluative criteria when formulating marketing strategies for green personal care products. Given the rapid growth and increasing consumer demand for environmentally friendly personal care products, the Indian market presents substantial opportunities for multinational corporations seeking expansion in the green product segment.