Green Choices : A Qualitative Study of Online Personal Care Products’ Purchasing Behavior

Authors

  •   Nikita Panwar Research Scholar, Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka ORCID logo https://orcid.org/0009-0001-6767-868X
  •   Dasharathraj K. Shetty Associate Professor (Corresponding Author), Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka ORCID logo https://orcid.org/0000-0002-5021-4029
  •   Sandeep S. Shenoy Director & Professor, Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka ORCID logo https://orcid.org/0000-0002-9848-9718
  •   Anuj Kumar Assistant Professor, Faculty of Management Studies, Marwadi University Research Centre, Marwadi University, Rajkot, Gujarat ORCID logo https://orcid.org/0000-0002-1205-2794

DOI:

https://doi.org/10.17010/ijom/2025/v55/i12/175866

Keywords:

green purchase behaviour, online shopping, thematic analysis, e-commerce, SDG12, responsible consumption and production, personal care.
Publication Chronology: Paper Submission Date : August 1, 2025 ; Paper sent back for Revision : November 10, 2025 ; Paper Acceptance Date : November 25, 2025 ; Paper Published Online : December 15, 2025

Abstract

Purpose : This study examined the antecedents of green purchase behaviour in e-commerce for personal care products. Given the increasing importance of sustainable consumption and the relatively low adoption of GPCPs online, the study sought to develop a deeper behavioural understanding that can support strategies for increasing green consumption.

Methodology : A qualitative study was conducted using Clarke and Braun’s thematic analysis technique. Data were gathered through semi-structured interviews and analyzed in order to identify consumer patterns and insights into environmentally-minded consumption behaviour.

Findings : There were eight major themes found in this study: Green Empowerment, Eco-Conscious Motivation, Sustainable Shopping Delight, Green Product Accessibility, Eco-Transparency, Social Influence, Green Quality Assurance, and Cost-Value-Balance. These themes were integrated into a holistic model that incorporates contextual factors, supplier characteristics, and regulatory requirements that influence the environmentally-conscious online shopping of personal care products.

Implications : These findings provided useful insights to e-commerce platforms, sustainable personal care brands, and policymakers. The study highlighted the importance of improving product accessibility, enhancing product information, and streamlining the online shopping process for consumers.

Originality : This study addressed a major gap in sustainable consumption literature by offering qualitative insights into GPCP purchasing, a high-use category that remains under-researched in online contexts. The study also proposed a model that integrated emotional benefits, empowerment mechanisms, and e-commerce - specific transparency and accessibility factors into a single framework not addressed in prior research.

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Published

2025-12-15

How to Cite

Panwar, N., Shetty, D. K., Shenoy, S. S., & Kumar, A. (2025). Green Choices : A Qualitative Study of Online Personal Care Products’ Purchasing Behavior. Indian Journal of Marketing, 55(12), 26–41. https://doi.org/10.17010/ijom/2025/v55/i12/175866

Issue

Volume 55, Issue 12, December 2025

Section

Articles
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