• https://doi.org/10.4324/9781003173311-14Copy DOI Icon

Sustainability Consciousness

  • Nov 17, 2022
  • Kavya Yandamuri
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Abstract

From being a very Utopian concept, sustainable development has now emerged to become the need of the hour. Gone are the days when a brand could get away with causing harm to the environment in the name of progress. Marked with an increase in awareness around poor sustainable practices of humans, today’s cultural context is constantly instigating ‘Consumer Activism’. The beauty and cosmetics industry which has been notorious for its methods of production and testing, for example, animal testing, usage of petroleum and release of toxic waste, has been brought under a lot of scrutiny so much so that the industry has witnessed the sudden mushrooming of ‘sustainable beauty brands’. Increasing environmental awareness within beauty and health products has led to the creation of a new niche in the beauty industry – eco-friendly/sustainable/green beauty products. One of the most important factors driving the preference for sustainable beauty brands is the impact of ‘sustainability consciousness’. The paper aims at exploring the role of sustainability consciousness of Indian millennial women, as a purchase driver of sustainable beauty products, being exploratory in nature, 20 ‘Qualitative Individual Depth Interviews’ to collect primary data. The target audience was Indian millennial women between the age group of 18–30 years, who have purchased and are currently using popular sustainable beauty brands. Using Schwartz’s value orientations theory, we were able to identify four different types of consumers with varying levels of sustainability consciousness.

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