IMPACT OF GREEN CLAIMS ON COSMETIC BRAND PERCEPTION AMONG GEN Z AND MILLENNIAL WOMEN IN VELLORE CITY

Abstract

This study examines the impact of green claims on cosmetic brand perception among Gen Z and Millennial women in Vellore City. With the increasing emphasis on sustainability, cosmetic brands are actively using green claims such as eco-friendly ingredients, cruelty-free practices, and sustainable packaging to influence consumer attitudes. The study adopts a descriptive research design and is based on primary data collected from 120 respondents using a structured questionnaire. Statistical tools such as percentage analysis and one-sample t-test were employed to analyze the data. The findings reveal that green claims significantly influence consumer behaviour and positively shape brand perception. Factors such as credibility, transparency, social media influence, and environmental awareness play a crucial role in determining the effectiveness of green claims. The study concludes that authentic and transparent green marketing strategies enhance consumer trust and strengthen brand perception among young female consumers in the cosmetic industry.