FACTORS INFLUENCING THE PURCHASING PATTERNS OF GREEN SKINCARE PRODUCTS: A STUDY OF MALE CONSUMERS IN INDIA

Consumer behavior has changed in recent times because of increased community awareness about environmental problems and has induced them to splurge on green products. The primary objective of this study is to Explore the major factors influencing the purchase pattern of green skincare products among male consumers in India. For the study, a sample of 200 male respondents was taken with a questionnaire having a set of 18 attributes condensed into six factor components influencing the purchasing patterns of green-skincare products. The data received on 6 measured variables and 18 statements were taken through the Exploratory Factor Analysis (EFA). Principle axis factoring, varimax rotation & eigen values were used to get the total number of factors. Reliability test was done to extract the relevancy of the components. Based on the analysis, five components were extracted namely- Ethical consumerism, Health concern, Brand image & influences, Lifestyle and economic consideration, Promotion techniques. The insights of this study can be used by skincare brands to spread awareness and frame strategies for the promotion of green skincare products among males