Rising disposable incomes, changing lifestyles, and a growing emphasis on personal grooming have all contributed to the recent notable expansion of the Indian cosmetics business. The knowledge and purchasing habits of young female consumers have changed as a result of this expansion, especially in relation to personal care products' brands. This study aimed to explore consumers' brand awareness of green personal care products and their purchasing patterns. Few of the earlier studies emphasized the health hazards of non-green synthetic materials, pointing out that they may affect skin and hair conditions. Additionally, consumers now prefer natural and organic cosmetics due to environmental contamination and changes. Young women between the ages of 18 and 30 were the target of a non-random sampling study that used a structured interview schedule. The study contained 228 respondents. To investigate the connection between brand awareness and purchasing behaviour, both qualitative and quantitative research methodologies were employed, and data analysis was done using percentage analysis, mean scores, rank and Karl Pearsons' correlation coefficient using SPSS. According to the results, students are more aware of cosmetic products and are more likely to buy those they are familiar and satisfied with. According to the study's findings, young women's shopping habits and brand awareness of green personal care products are significantly correlated. The findings reveal that respondents demonstrate high awareness regarding the health and safety benefits of eco-friendly personal care products, particularly concerning the harmful effects of chemicalbased cosmetics. Product quality, brand reputation, social media influence, and health consciousness significantly shape purchasing behaviour. However, consumers face challenges including lack of awareness about ingredients, difficulty in identifying genuine eco-friendly products, greenwashing concerns, high prices, and limited availability. Correlation analysis indicates a strong and statistically significant positive relationship between consumer awareness and purchase behaviour, with health and safety awareness exerting the greatest influence on eco-friendly product purchasing
E et al. (2026) studied this question.