Influence of Green Marketing Strategies on Consumer Perception in India’s Beauty Industry: A Conceptual Perspective

The growing emphasis on sustainability and environmental responsibility has significantly influenced consumer behaviour in the beauty industry. This conceptual study examines the influence of green marketing strategies on consumer perception in India’s beauty sector. Key green marketing practices, including eco-labeling, sustainable packaging, transparency, and digital communication, are analyzed for their role in shaping consumer awareness and trust. The study proposes a conceptual framework linking green marketing strategies with environmental awareness and green trust, which subsequently influence consumer perception. It highlights that increased awareness enhances trust in eco-friendly brands, thereby improving overall consumer perception and acceptance. The Indian beauty industry provides a relevant context due to the rising demand for natural and sustainable products, supported by evolving consumer values and digital engagement. The study contributes to the theoretical understanding of green marketing by integrating key constructs into a unified model and offers a foundation for future empirical research. It also provides strategic insights for marketers to strengthen consumer perception through sustainable practices. The study provides a structured conceptual model that enhances understanding of sustainable marketing practices in emerging markets.