The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Green Marketing and the Competitive Edge in the Cosmetics and Wellness Products Sector: An Exploratory Research
Abstract
The research was conducted with the aim of determining whether Green Marketing can be considered a competitive advantage in the cosmetics sector. Given the increase in environmental awareness and the growing demand for sustainable products, understanding the impact of Green Marketing is essential for companies seeking to differentiate themselves in the market and attract conscious consumers. The main objective of the research was to evaluate the effectiveness of Green Marketing in providing a competitive advantage, analyzing both the practices of companies and the perception of consumers. To this end, the research used a qualitative approach that included interviews with representatives of cosmetics companies and focus groups with consumers. The research underlines the importance of addressing challenges such as cost and lack of awareness to promote more sustainable consumption and broaden the acceptance of eco-friendly products.
Related Content
|
V. Leela, R. Sangeetha, S. Geetha, B. Deepa.
© 2026.
38 pages.
|
|
A Prabhu Chakkaravarthy, Dhanalakshmi Jaganathan.
© 2026.
20 pages.
|
|
Hasini Balage, Darshana Sedera.
© 2026.
24 pages.
|
|
Dilek Gümüş.
© 2026.
34 pages.
|
|
Fawaz Azizieh, Bulent Yilmaz.
© 2026.
46 pages.
|
|
Kutay Icoz.
© 2026.
54 pages.
|
|
Rajganesh Nagarajan, G. Kavitha.
© 2026.
36 pages.
|
|
|