SUDIPTA MAJUMDAR, SUKANTA
CHANDRA SWAIN    
ICFAI University Jharkhand, Ranchi, India

Abstract

Since green products ensure safety and sustainability from health and environmental point of view, research on green products from consumers’ perspective has been the need of the hour. Considering this, our earlier researches have focused on identification and prioritization of factors influencing preferences for green products – both food and cosmetic products. It has been evidenced in many researches that the demographic profiles of the consumers matter in preferring anything. Thus, this study tries to establish whether there is any significant impact of demographic profile of the consumers on their preference towards green cosmetic products. Demographic profiles considered in this study are; age-group, gender, last grade of school completed, occupation, income and number of members in the household. In fact, the objective of this paper is to map demographic profile of consumers (on the above mentioned facets) with their preference by way of applying one-way ANOVA for the data obtained from the 400 respondents (green cosmetic product users) selected from Kolkata, India and in and around of it. The findings so obtained will certainly lend a hand to contrive for stretching the incidence and depth of usage of green cosmetic products focusing on influential facets of demographic profile of the consumers.

 INTRODUCTION

From the last decade onwards, people became more concerned about their health. As a result, they are using more of green products(1). The concept of green products is becoming more popular with the aspect of cosmetic items. People started using more green cosmetic products to minimize their health risk. But, here also, like normal green products, knowledge and awareness is not there in all parts of the society. So, these are more being used by the more educated parts of the society. Also, organizations and government are incapable of promoting the concept of “Green”(2). But the best part is, the concept has started gaining momentum and it is penetrating to the society at a very fast pace. If all the factors which c ... ...