A STUDY OF MARKETING THROUGH GREEN CONSUMERISM WITH RESPECT OF MAMAEARTH

Abstract

There has been a phenomenal shift in the beauty and personal care industry in the recent years. We have seen the proliferation of various beauty products in different categories. Globally there is an increasing trend of associating beauty products with causes that are close to the heart of the customers. In the Indian context we see new brands like Mamaearth, coming up with claims of being organic, sustainable and cruelty free as there is an increasing awareness and concern about these issues. We have noticed that the current day millennial customers are developing a preference for organic and sustainable products and so even traditional market leaders are having to align their brand strategies with that. The purpose of this project was to study in detail if the green marketing strategies by Mamaearth affects the consumer behavior and buying decisions of the customers. Keywords: Green consumerism, Green marketing, Mamaearth.