Analysis of factors influencing preferences for Green Cosmetic and Food products A study in and around Kolkata West Bengal India

Abstract

Since the concept of environmental consciousness has become a necessity to save the mankind, promoting consumption of green products is the need of hour, owing to the fact that green products are environment friendly and are organic in nature.It is evident that the feeling for the health of environment and consumers is being resulted in the emergence of the usage of green products at the cost of conventional products. However, the magnitude of usage of green products is much behind the ideal one to safeguard the consumers and environment at large. Thus stretching the incidence and depth of usage of green products is a must. In order to achieve this objective, it is necessary to know the factors which insist the users to go for the green products so that the same can be ventilated to the masses for extending the consumer base for the green products.On this backdrop, this study has been undertaken to collect responses from the green product users, specifically in cosmetic and food category in and around Kolkata to find out the significant factors, through factor analysis, which contribute for the popularity of the Green products. The study also tries to find out the impact of different demographic and psychographic variables with respect to popularity of green products. After identifying the factors, prioritization of the factors on the basis of the magnitude of their influences on consumers preferences was undertaken with respect to both Cosmetic and Food products. newlineIn fact, the objective is to map demographic and psychographic profile of consumers with their preference by way of applying one-way ANOVA for the data obtained.The findings so obtained will definitely help in augmenting the usage of green products and hence contribute to safeguard the health of consumers and environment at large. newline