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.
Priyadharshini et al. (Sun,) studied this question.