Natural cosmetics purchasing behavior is gender fluid, finds study
Men might be from Mars and women from Venus, but when it comes to natural cosmetics, it could be outdated to suggest that women shop differently than men.
Their purchasing behavior is very similar, with both motivated by environmental concerns and neither deterred by price, finds a study of cosmetics users in India.
Both male and female consumers liked purchasing cosmetics made of natural ingredients and were more inclined to purchase natural products if they knew that doing so would benefit the environment, reported Anusha Tengli et al. in the journal Cosmetics.
“The results show that there was not much difference in male and female consumers’ purchase intention and purchase behavior towards natural cosmetics,” Tengli et al. said. “Both male and female consumers had a positive attitude towards cosmetics made of natural ingredients.”
