A Study on Consumer Attitudes towards Organic Skincare Products among Young Adults in Urban Areas

Abstract-This study aims to explore consumer attitudes towards organic skincare products, focusing specifically on young adults residing in urban areas. The growing demand for organic products has transformed the skincare industry, with consumers increasingly seeking products that align with their values of health, sustainability, and ethical consumption. This research investigates the motivations, preferences, and purchasing behaviours of young urban consumers, examining how factors such as environmental concerns, health consciousness, and brand perception influence their choices in skincare products. Utilizing a mixed-methods approach, the study employs quantitative surveys and qualitative interviews to gather comprehensive data on consumer attitudes. The survey targets a diverse sample of young adults aged 18 to 35, encompassing various demographics and lifestyles within urban settings. The qualitative component further enriches the findings by providing deeper insights into the underlying motivations behind consumers’ preferences for organic skincare products. Preliminary findings indicate that young adults are significantly influenced by the perceived benefits of organic ingredients, such as their natural composition and lower environmental impact. Additionally, social media and peer recommendations play a crucial role in shaping their purchasing decisions. The study highlights the importance of transparency in marketing and the need for brands to effectively communicate the benefits of organic skincare products to engage this demographic. By understanding the attitudes and behaviours of young consumers towards organic skincare, this research aims to provide valuable insights for marketers and industry stakeholders, ultimately contributing to more effective strategies in the rapidly evolving skincare market. The findings will also pave the way for future research exploring the broader implications of consumer attitudes on the organic product industry as a whole.