A Study on Customer’s Perception towards Green Washing with Special Reference to Cosmetic Products in Madurai

Abstract

This study aims to identify customer’s perception towards green washing of cosmetic products. Many companies try to exhibit their concern for the environment and attract consumers who are also eager to contribute to a greener planet. On the contrary, this has led to an increase in green washing of products, where companies devise strategies to attract consumers without making any significant changes to their products. The study has looked into the impact of green washing on the consumer’s buying behavior. Additionally, the socio-economic profile of the respondents was examined. Percentage analysis, Garrett ranking technique and Likert`s scaling technique were used for analyzing the data