Title: Awareness of Consumers on Certified Labels while Purchasing Beauty and Personal Care Products

Author (s):: Varshini A.

Journal: Responsible Production and Consumption-Agricultural Sustainability and Food Security

Month and Year: NA 2024

Abstract: As we stride forward into an era of advancing AI and technology, the undeniable truth is that some aspects of our lives remain grounded in physicality. Among these are the personal care products we rely on daily. However, the challenge lies not in replacing them, but in refining them to be more reliable, safer to use, and environmentally friendly. In response to the evolving consumer landscape emphasizing environmental consciousness, this research navigates the intricate realm of credibility of products with environmental claims within the beauty industry. Focused on the role of certified-labels in shaping consumer purchase decisions, the study tries to examine the consumer awareness gap in the beauty and personal care industry, in view of the surge in technologically advanced startups and homegrown brands. Notably, the research addresses the dearth of dedicated studies differentiating between certified and uncertified labels, offering valuable insights into consumer perceptions. Certified labels are the claims that are verified by an organization or an authoritative body if and only if certain standards are followed by the products -in terms of production, sourcing of the raw materials, processes etc. Because, certified labels serve as beacons of assurance, signaling to consumers that products meet certain standards of safety, quality, and sustainability. They bridge the gap between consumers’ desire for conscious consumption and the complex reality of the authenticity of product sourcing and manufacturing. Employing an online survey of 89 participants, the study uncovers patterns in consumer awareness, lifestyle choices, and their influences on purchasing decisions, with the help of Analytical methods such as Regression. The study concludes by presenting the most influencing factors on awareness of consumers in this regard and providing actionable insights for producers to make environmentally responsible products, emphasizing the need for informed consumer choices in the beauty industry. © 2024 selection and editorial matter, Dr. Pramod K. Mishra, Prof. Sameer Prasad, Prof. B. Kamaiah, Prof. B. Raja Shekhar, Dr. Chinmaya Behera and Dr. Pratap K. Jena; individual chapters, the contributors.

Document Type: Book chapter

DOI: https://doi.org/10.1201/9781003542506-18