Ethical and Sustainable Business Practices as Determinants of Brand Loyalty in Green Cosmetics

This study examines consumer perception and satisfaction toward green cosmetics with special focus on ethical and sustainable business practices as determinants of brand loyalty. Primary data were collected through a structured questionnaire and analysed using percentage analysis. The findings show that eco-friendly packaging, environmental concern, and emotional connection influence consumers’ preference for green cosmetics. The study concludes that ethical and sustainable business practices help build consumer trust, satisfaction, and long-term brand loyalty toward green cosmetic brands.