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The IUP Journal of Marketing Management
Influence of Demographic Factors on Non-Users’ Perception Towards Green Cosmetic Products: A Study in and Around Kolkata, India
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Since green products ensure safety and sustainability from health and environmental point of view, research on green products is the need of the hour. Considering this, our earlier researches have focused on identification and prioritization of factors influencing preferences for green cosmetic products on the basis of responses of users. This paper is confined only to non-users of green products, particularly green cosmetic products. It has been evidenced in earlier studies that the demographic profiles matter in preferring or perceiving anything. Thus, this study tries to establish whether there is any significant impact of demographic profile of the non-users of the green cosmetic products on their perception towards it. Demographic profiles considered in this study are: age-group, gender, education level, occupation, income and number of members in the household. In fact, the objective of this paper is to map the demographic profile of the non-users of the green cosmetic products (on the above-mentioned facets) with their perception by way of applying one-way ANOVA for the data obtained from the 200 respondents (green cosmetic product non-users) selected from Kolkata, India. The findings so obtained would certainly help to understand the barriers to the popularity of the green cosmetic products with respect to the influential facets of demographic profile.

 
 
 

Since the last decade, people have become more concerned about their health, as a result of which, they are using more of green products. Green products are those that have less of an impact on the environment and are less damaging to human health than the traditional products. Hence, they are also called sustainable or environment-friendly products. Green products are made of recycled components, manufactured in a more energy-conservative way, or supplied to the market in more environment-friendly way. Since people are becoming environmentally conscious, the usage of traditional or conventional products is getting reduced. Traditional products are those manufactured in the traditional way; they are not produced keeping environmental considerations in mind. In today’s competitive scenario, green products are competing with the conventional or regular products (products produced by traditional methods). But, the usage of these products is not applicable to all the segments of the society. Knowledge and awareness about the green products play a vital role in enabling the customers to use them. But this awareness and knowledge do not exist, thus restricting the usage of the green products. Since the last decade, we have started using the green products and it will take time before it makes an impact on all the segments of the society.

 
 
 

Marketing Management, Health and environmental point of view, Research on green products,The Influential Facets of Demographic profile.