Analysing Green Marketing and its impact on consumer purchasing behaviour in the cosmetic industry

Abstract

This thesis analyses green marketing and its impact on consumer purchase behaviour, specifically within the cosmetics industry. It mainly focuses on the green marketing mix (price, product, promotion, and place) and their impact on consumer purchase intention towards green cosmetic products. A substantial amount of data and information was used when researching, analysing, and creating this thesis. Through thorough research of previous literature and studies, an empirical study examining the impact of the green marketing mix on consumer purchase behaviour towards green cosmetic products took place. This survey specifically targeted females who study at the University of Debrecen in Hungary.