PARADIGM SHIFT IN CHOICE OF ORGANIC COSMETICS: A CASE STUDY ON PROMINENT FACTORS

Navita Mahajan
unpublished
Organic products are those products which grown and produced within the natural environment without chemical interference such as fertilization or pest control. The USDA states that the goal of organic foods and organic farming is to "integrate cultural, biological, and mechanical practices that foster cycling of resources, promote ecological balance, and conserve biodiversity. The global organic personal care products market witnessed steady growth in recent years due to increasing consumer
more » ... reasing consumer concerns regarding personal health and hygiene. This paper focuses on paradigm shift in buying behaviour of consumers towards organic cosmetics products. Descriptive research is used for the study. Close ended questionnaires was prepared for data collection, which was filled by 159 respondents at the source. Various variable were generated for the study of factors affecting the choice of consumers. A hypothesis is proved to find out the correlation among the variable for this KMO and Spartlett test are done as well various other techniques like factor loading and Rotated Component Matrix is done to find number of factors and impact of variables on those factors. The study has found out that there are five main factors responsible for paradigm shift these are-Health, Environment Friendly, Controlled Processes, Prestige Buying, Quality. The organizations dealing with organic cosmetic products should focus on these factors especially on health and environmental issues.
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