ABSTRACT
Cosmetic companies have an advantage too by going green, such as a good brand reputation, new target segmentation, an opportunity to enter foreign markets, and a chance to enter the premium segment of the market. Increasing consciousness and concern for health and the atmosphere are increasingly changing consumer behaviour toward environmentally sustainable goods. Rawat and Garga explored the potential of green marketing in the cosmetics industry to meet the needs of everyone from newborns to young people. Distinct exploration, Analytical examination, and Explanatory exploration are considered to be the most suitable exploration plan. People are aware of green cosmetic product acceptance. People are aware of green cosmetics goods, according to the data, but they believe there is less information about them in marketing communications. Marketers should also visit rural areas and begin raising consciousness as a first move, as rural residents are likely to be less aware of the benefits of using green goods than urban residents.
