Author(s): Himani¹, Prof. A. S. Boora²

Abstract: The increasing demand for environmentally sustainable products has led to a growing interest in green consumerism, particularly in the personal care industry. This study examines the awareness level of women regarding green personal care products, focusing on factors such as eco-literacy, environmental concern, trust in green claims, and the influence of eco-labels. A mixed-method research design was employed, consisting of exploratory and descriptive phases. Data was collected from women aged 18 and above across Haryana, using multistage random sampling along with purposive and snowball sampling techniques. The results of the exploratory factor analysis revealed four main factors that shape women’s awareness of green personal care products: Eco-Literacy, Environmental Concern, Green Trust, and Eco-Label Influence. The findings indicate that eco-literacy and trust in green claims are particularly significant in shaping women's purchasing decisions. The study emphasizes the importance of increasing awareness and enhancing consumer trust through effective eco-labeling to promote sustainable consumer behavior in the personal care sector.

Keywords: Green Personal Care Products, Women's Awareness etc.

DOI:10.61165/sk.publisher.v11i9.1

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Exploring the Determinants of Women's Awareness toward Green Personal Care Products

Pages:1-7