Understanding Consumer Behaviour towards Green Cosmetics - SSRN

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We call this ... Department of Commerce, NOAA National Climatic Data Center, 120 pp Horowitz .... It comprised of Executives, Academicians and BPO Workers.
Understanding Consumer Behaviour towards Green Cosmetics Prof Surya Rashmi Rawat1, Symbiosis Law School, Pune (Constituent of Symbiosis International University) Pune – 411004 Maharashtra

Prof Dr. Pawan K. Garga2, H.P. University Business School, Shimla-5

"Rising incomes, accumulated wealth from the past decade, and confidence in future earnings ability are driving consumption demand from premium apples to cosmetics and edible oils to LED TVs"

Tushar Poddar, economist at Goldman Sachs

Abstract In the last few decades researchers have observed a significant change in the consumer behavior from choosing products based on its physical attributes such as size, color, flavor, or aroma to other important features like environment and health. The reason behind this change is nothing else but the perceived threat of Climate Change. According to researchers, it can affect the global distribution of water, increasing regional, seasonal and annual variability. There would be higher risks of floods in some areas to severe droughts in the other places. Higher temperature will also influence the crop yields. The social and economic costs of global warming will directly influence the progress in developing world. Green marketing probably can play some role in at least reducing to some extent the impact of climate change since there are sufficient evidences to support the fact that human activities are the major contributors towards climate change. Green marketing is the marketing of products and services in ecofriendly manner. It can be practiced in all the product categories. The objective of this paper is to study the potential of green marketing in the Cosmetic industry which caters to the demands of one and all, ranging from newborn to the nonagenarians. This industry produces wide range of products which guarantee beauty and youth. Research conducted over a sample of 200 working women in Pune, gave quite optimistic results. Comparatively higher cost, of green cosmetic to the chemical one, was perceived as a threat but the changing demographic and economic factors in India proved it otherwise.

Key Words: Consumer behavior, Organic Cosmetics, Climate change, Green marketing.

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Email ID: [email protected] Email ID: [email protected]

Electronic copy available at: http://ssrn.com/abstract=2111545

Understanding Consumer Behaviour towards Green Cosmetics

Prof Surya Rashmi Rawat3, Symbiosis Law School, Pune

Prof Dr. Pawan K. Garga4, H.P. University Business School,

(Constituent of Symbiosis International University)

Shimla-5

Pune – 411004 Maharashtra

Introduction The increasing awareness of global warming, rise in vector borne diseases, rampant, tsunamis and earth quakes have suddenly drawn the attention of masses towards its causes and consequences. It has led to creation of a new category of consumers who have started working on to find out ways and means to at least mellow down the effect of climate change. We call this category of customers as the eco-friendly consumers. Now the question arises, what kind of consumer behavior do they show? According to Du Plessis & Rousseau, (1999)5, “Consumer Behaviour is the behavior pattern of consumers that precede, determine and follow the decision making process for the acquisition of need satisfying products, ideas or services.” While making purchase decision, consumers not only make a choice of brand but also of the quantity of the goods to be purchased. It’s basically about making the best choice amongst the available alternatives. It’s an attempt to minimize the negative emotions in a bid to maximize the ability to justify the decision. It is basically the study of how, what, when, why the consumer buys. Various informational cues associated with the product such as size, color, flavor, aroma, ingredients and cost of product gives us the idea of its quality. Lot of turmoil taking place in the climatic conditions, posing severe threat before the existence of earth is gradually shifting buyer’s consumption pattern from unsustainable to sustainable. Such environmental concerns in last two decades are compelling companies to think of sustainable growth of the society.

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Email ID: [email protected] Email ID: [email protected]

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Du Plessis, P. & Rousseau, G. (1999), as quoted by Alet C Erasmus, Elizabeth Bosh off and GG Rousseau. Consumer decision-making models within the discipline of consumer science: a critical approach. ISSN 0378-5254 Journal of Family Ecology and Consumer Sciences, Vol 29, 2001 p 82

Electronic copy available at: http://ssrn.com/abstract=2111545

The research in hand shall be focused to the organic cosmetics. These organic cosmetics are also called green cosmetics and bio cosmetics. The word "cosmetae" was first used to describe Roman slaves whose job was to bathe men and women in perfume. (Keville, Green, 1995)6 Eco cert (2003)7 says, “Bio cosmetics or the green cosmetics are considered as cosmetics with a level of superior demand compared to the conventional regulation of cosmetic products. It guarantees environmental conservation all along the production line, consumer’s respect and utilization of natural matter with superior ecological quality.” Review of Literature Arndt, Baringer and Johnson, (2010)8 have forwarded many evidences that global warming is happening. Acknowledging the fact that the planet is warming up leads to a very important question as to what’s causing global warming? Several empirical evidences indicate a distinct human fingerprint on climate change. According to them apart from various other factors the increased concentration of carbon dioxide is the major contributor and humans are the biggest facilitator to the global Warming. The Growing green gas emissions due to human activities like factories, automobiles, burning of wood etc. may adversely affect rainfall pattern, leading to dry conditions with more dust and smoke, affecting both regional and global hydrological cycles and agricultural production.(Levy II, 2008)9. According to Jacquelyn A. Ottman (2011)10, marketers have realized that the growing concern of consumers’ towards environment is because of an apprehension that the planet is losing its ability to sustain human life. In this scenario Green Marketing has come as a boon to the marketers since it can prevent the further environmental degradation without preventing industrial growth. And the best part is that it can safely be used as a strategy to differentiate ones product from that of competitors and hence allow an opportunity to extract comfortable profit margin too.

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Kathi Keville and Mindy Green(1995). A History of Fragrance. ©1995 http://www.healthy.net/library/books/aromatherapy/history.htm as written by Ty Narada for Dr. Kosso, retrieved on 18th of Oct 11 7

Ecocert (2003) was the very first certification body to develop standards for "natural and organic cosmetics" www.ecocert.com Introduced in 2003. Retrieved on 18th Sep 11 8 9

Arndt, D. S., M. O. Baringer, and M. R. Johnson, Eds. (2010). State of the Climate in 2009. Bull. Amer. Meteor. Soc., 91 (7), S1–S224.

Levy, H., II, D.T. Shindell, A. Gilliland, M.D. Schwarzkopf, and L.W. Horowitz (2008) Climate Projections Based on Emissions Scenarios for Long-Lived and Short-Lived Radiatively Active Gases and Aerosols. U.S. Climate Change Science Program Synthesis and Assessment Product 3.2. Department of Commerce, NOAA National Climatic Data Center, 120 pp Horowitz (Washington, D.C.: Department of Commerce, NOAA’s National Climatic Data Center 2008), http://www.climatescience.gov/Library/sap/sap2/final-report/sap3-2-final-report-all.pdf retrieved on 9th feb12 10 Jacquelyn A. Ottman (2011). The New Rules of Green marketing: Strategies, Tools, and Inspiration for Sustainable Branding. January 2011, ISBN: 978-1-906093-44-0 (hbk) Greenleaf Publishing, UK retrieved on 27 th Dec 2011 at www.greenleaf-publishing.com/newrules pp4

Polonsky, Michael Jay. (1994b)11 defines green marketing as, “set of all the activities designed to generate and facilitate any exchange intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.” The growing awareness and rising concern towards health and environment is gradually shifting the consumption pattern towards eco-friendly products. The eco-friendly products as the marketers claim have minimum detrimental effect on the environment. Studies show that there is an increasing demand for organic products against the cheap, convenient and seemingly more effective chemical or the conventional products. (Kumar D.2011)12 "Organic cosmetic market," (2008)13 reports, that the consumers have started using organic cosmetics because they have realized that organic cosmetics provide them with better health treatments. Cosmetics have been used since the beginning of human civilization. As early as 10,000 BC, men and women rouged their lips and cheeks, stained their nails with henna, and lined their eyes and eyebrows heavily with kohl. Kohl was a dark-colored powder made of crushed antimony, burnt almonds, lead, oxidized copper, ochre, ash, malachite, chrysocolla (a blue-green copper ore) or any combination thereof. (Mindy Cohen, 1999)14 On one hand, pro environmental attitude is gaining pace but on the other hand, there are various bottlenecks too associated with the marketing of organic products. Nielsen (2007)15 reports, that many of the early products designed to be environmentally responsible, such as electric cars and recycled paper, disappointed the consumers. Therefore, its difficult now to convince the consumers that what is being offered now is actually green and are worth higher prices. In their search for guidance on consumption choices, people trust each other more than any other source of information. Alsmadi (2007)16 investigating the environmental behaviour of Jordanian consumers revealed a high level of environmental conscience. However this positive attitude towards "green" products does not always get converted into consumer behavior. The researcher says that the reason for this attitude - behavior gap is nothing else but consumer’s stronger faith over the traditional products and comparatively very low confidence over the green claims. Lack of environmental 11

Polonsky, Michael Jay. 1994b as quoted by Polonsky, Michael Jay (1994), “An Introduction to Green Marketing,” Electronic Green Journal, 1(2), UCLA Library, UC Los Angeles at http://escholarship.org/uc/item/49n325b7, pp2 12

Kumar D., Kumar I., Rahman Z, Yadav s., and Goyal P. (2011). Green Marketing Mix: Rethinking Competitive Advantage during Climate Change. The First International Conference on Interdisciplinary Research and Development, 31 May - 1 June 2011, Thailand 13

Organic cosmetic market. (2008). Retrieved on 6th of July 11 from http://www.beautytipshub.com/organic-cosmetics/organic-cosmeticmarket.html 14

Mindy Cohen, (1999). Cosmetics and Perfumes, Egypt, 10,000 BCE. http://www.smith.edu/hsc/museum/ancient_inventions/hsc01b.htm as written by Ty Narada for Dr. Kosso retrieved on 18th Oct 11 15 16

Nielsen (2007). Trust in Advertising. A global Nielsen consumer report, 2007.

Alsmadi, S.(2007). Green Marketing and the Concern over the Environment: Measuring Environmental Consciousness of Jordanian Consumers. Journal of Promotion Management, Vol. 13(3–4), 2007.

conscience by a lot of enterprises and associated exorbitant cost to the green products further aggravates the issue. Many other researchers too share the similar views.

Objectives of the Study The objective of this paper is to study the potential of green marketing in Cosmetic industry which caters to the demands of one and all, ranging from newborns to the nonagenarians. This industry produces wide range of products which guarantee beauty and youth. The study has been planned as under:(a)

To find out the potential of green marketing in the Cosmetic industry

(b)

To find out the awareness of green marketing amongst masses.

(c)

To identify the challenges in practicing green marketing.

(d)

To recommend measures to encourage green marketing.

Methodology The research is based on primary data, collected and collated through a survey from over a sample of 200 working women in Pune, Maharashtra India. The respondents were selected through stratified sampling method. Data was collected through a questionnaire and in depth interviews with the sample. Beauty is a dream of every heart, but it needs cost to come true, keeping this in mind the research focused only the segments starting from Income Group beyond 3 lacs. It comprised of Executives, Academicians and BPO Workers. 33% of the population belongs to 1st income group i.e. 3 - 5 Lacs, 34% belong to 2nd income gp i.e. 5-8 Lacs and 33% belong to 3rd income gp i.e. 8 – 12 Lacs.

Secondary data in the form of articles published in books, journals, magazines, research papers, newspapers and reports was also incorporated.

Limitation The research being empirical one was based on a survey conducted through questionnaire. People were not ready to fill up the responses they had to be convinced for the same. Other major problem was the lack of awareness of population about the research topic. Therefore the topic had to be explained first to the majority of population.

Findings Figure 1 indicates that 87 % of the population strongly wants to save earth, 3% strongly disagrees with it, where as 10 % say they neither agree nor disagree with the statement.

Want to save earth

AGREE 0%

DISAGREE 0% NAND 10%

STRONGLY DISAGREE 3% STRONGLY AGREE AGREE NAND

STRONGLY AGREE 87%

DISAGREE STRONGLY DISAGREE

Figure 1 Figure 2 indicates 16% of population strongly thinks that the claims made by companies for Green products can be relied upon, where as a big 67% strongly thinks otherwise with remaining 17% neither agreeing nor disagreeing to it.

Claims by companies in advt STRONGLY AGREE 16% AGREE 0% NAND 17% STRONGLY DISAGREE 67%

STRONGLY AGREE AGREE NAND DISAGREE STRONGLY DISAGREE DISAGREE 0%

Figure 2

Figure 3 establishes beyond doubts that 87% of mothers would strongly like to buy green cosmetics for their children, 2% say strongly disagree to it and 11% are Not sure so they neither agree nor disagree to it.

Like to buy green cosmetics for children Strongly Disagree 2% Disagree 0% Agree 0% NAND 11%

Strongly Agree Agree Strongly Agree 87%

NAND Disagree Strongly Disagree

Figure 3 Figure 4 indicates 87 % would strongly like to buy green cosmetics for themselves with 12 % neither agreeing nor disagreeing to it and 1 % strongly disagreeing to buy the same for them.

Buy green cosmetics for self Disagree 0% Agree 0%

Strongly Disagree 1% NAND 12% Strongly Agree Agree NAND Strongly Agree 87%

Figure 4

Disagree Strongly Disagree

In Figure 5 indicates that 32% of parents n grandparents of the sample are already using green cosmetics and thus they strongly want to buy it, 45 % strongly disagreed to it with 16 % neither agreeing nor disagreeing to it. Apart from consumers strongly agreeing and strongly disagreeing to the statement 4 percent simply agreed and 3 percent just disagreed.

Buy Green Cosmetics for Parents & Grand Parents

Strongly Disagree 45%

Strongly Agree 32%

Strongly Agree Agree NAND Disagree

NAND 16% Agree 4%

Disagree 3%

Strongly Disagree

Figure 5 Figure 6 indicates that 21 % of women strongly agreed to buy Green products for their husbands, 19 % strongly disagreed to it whereas, 53% neither agreed nor disagreed. 4 percent simply disagreed with remaining 6 percent registering agreement though not strongly.

Buy Green Product for Husbands Strongly Disagree 19% Strongly Agree 21 %

Disagree 4%

Strongly Agree Agree NAND

NAND 53 %

Disagree Agree 6%

Figure 6

Strongly Disagree

Data Analysis and Interpretation Figure 7 indicates that the consolidated graphical presentation of the responses. 98

100

93 87

90

87

84 78

80

74 70

60

50

48 41

41

40 32

31

30 21 20

16

10

0

Strongly Agree

Agree

NAND

Disagree

Strongly Disagree

Figure 7 Buyers’ Preferences towards Green Cosmetics

The survey was conducted over 200 working women in Pune City with Executives, Academicians and BPO workers in the ratio of 33, 34 and 33 percent respectively making three different income groups viz 1st income group from 3-5 Lacs, 2nd income group from 5-8 Lacs and 3rd income group beyond 8 lacs . All of them were married but 23 percent of the population had no issues, 30 percent had one issue, 45 percent had two and 2 percent had more than two children contrary to what was seen a decade ago. All these women are working and hence adding to the net income of family and that too by ensuring that the family size is also limited so as to have an independent life style. Question of bare survival is not what haunts them like other single income groups. This class does not want to just eat, it wants to eat, drink and appear healthy. This class has acquired an unquenched desire to look beautiful and stay young as ever and always. Age is no bar, the new born to nonagenarians all are in the fray. This is one topic that could be conveniently discussed amongst females of three generation together, a fact duly supported by the research. In the survey we came to know that green cosmetics are not just the love of these women but their parents, grandparents, to some extent of their husbands and yes, to a great extent of their children specifically the college going ones. This segment calls for a promising market for the green cosmetics, as this generation is aware of their responsibility to save earth. Cosmetic industry offers an enticing opportunity to meet the social responsibility maintaining all élan; though according to survey only 31% women feel that green marketing can really play a role in controlling environment degradation. The changing economic and demographic environment is creating a huge market for the cosmetics industry. Surprisingly, despite various differences in their income group and qualification there was one thing that was common amongst all of them and it was, their concern for looks, their penchant for looking young and attractive. All of them are spending a major chunk of their earning towards cosmetics with the only reservation that the product should not be inimical to their skin and also to their mother earth. The survey supports both the facts. 87 percent of the population wants to save earth and 98 percent of population feels that the natural products are safe to use without any side effect. 84 percent of the population is pretty satisfied with the product and would like to buy it again. The cost of cosmetic is not at all an issue, a fact amply supported by survey revealing that a comfortable 74 percent are ready to pay little extra cost for these eco-friendly products. One issue that needs special mention is the fact that the awareness of Green cosmetic is pretty low i.e. of the total, only 48 percent are aware of the research topic, 52 percent don’t know what exactly is the Green cosmetic and 14 percent of the “aware 48 percent,” feel that there is hardly any difference between the Green Cosmetic and the Chemical one. But the best thing is that, 78 percent are interested in knowing about Green marketing with 4 percent saying ‘May be’. So, it is this attitude of people and their concern for mother earth, which needs to be focused by the green marketers.

A sound awareness drive educating people about the green cosmetics, its composition and significance is required. One more cause of worry is the lack of faith of people over the claims made by companies for Green products. According to survey a meager 16 percent of the population thinks that the claims made by companies for Green products can be relied upon, a gigantic 67 percent thinks just the opposite and remaining 17 percent are ‘Not sure’. To catch hold of this dilemma, the big 93 percent of population suggests that there should be Green labeling as a mark of credibility, 2 percent differed and remaining 5 percent are not sure about the potential of Green labeling too.

And if the issue of credibility of Green claims is duly sorted out then 87 percent of mothers would like to buy Green Cosmetics for their children, 87 percent would like to buy Green Cosmetics for themselves and 21 percent of women would prefer to buy Green products for their husbands too. The survey reveals that 37 percent of parents and grandparents of the sample are already using Green Cosmetics, so the statistics might change in this segment too. Well a very important point that we all must notice here is that in addition to those who strongly agreed to buy green cosmetics, the strength of population saying “agree” and “neither agree nor disagree” is too very high.

Overall Green Purchase percentage Strongly Disagree 17% Disagree 2%

Strongly Agree NAND 23%

Strongly Agree 56%

Agree NAND Disagree Strongly Disagree

Agree 2%

Figure 8

Looking at this pie chart we infer that taking an average of different responses registered under different heads on the basis of age, gender and income group, we observe that the category, Strongly agree fetches the maximum number of responses touching 56 percent. The category recording 2nd highest number of responses is NAND ie neither agrees nor disagree. We must note here that the category says “NAND” and not “disagree”. This reflects a very strong hope that this segment of NAND touching 23 percent can be convinced to join the green brigade because what they said is, “neither agree nor disagree” and not “disagree”. Through proper education and imparting necessary knowledge of green concept even these people can be convinced to go green. As far as the category “strongly disagree” and “disagree” is concerned it could together catch the attention of only 19 percent. Reading it in terms of total population minus those who “strongly disagree” or “disagree”, we see that despite significant lack of awareness 81 percent of the population belongs to the NON-DISAGREE & NON-STRONGLY DISAGREE category, proving beyond doubts that green marketing is very much feasible and can be successfully launched. It has a bright future ahead.

87

90 80

87

74

70 60

53 45

50 40 30

32 19

20 10

7

12

11 2

21

16

19

1

0 PAY EXTRA FOR GREEN PRODUCT

BUY FOR CHILDREN

Strongly Agree

BUY FOR SELF

Agree

NAND

BUY FOR PARENTS & GRAND PARENTS

Disagree

BUY FOR SPOUSE

Strongly Disagree

Figure 9: User Wise Buyer attitude towards green cosmetics Relooking at the statistics through another perspective, we see that the population who strongly refused to buy green cosmetics for their children, self, spouse and parents are 2, 1, 45 and 19 percent respectively. Indicating the fact that remaining 98, 99, 55 and 21 percent of the population is either ready to buy green cosmetics or might buy in future if their reservations in the terms of high cost, credibility of claims are sorted out.

Recommendations Cosmetic industry is an industry that caters to the demands of all sex, all age, and all season. The new born to nonagenarians, all have the penchant for looking young and attractive. With the changing economic and demographic environment people are ready to spend a major chunk of their earning towards cosmetics, provided no harm is caused to them and to their mother earth. The cost of the cosmetic is not at all an issue. This generation is aware of its responsibility towards nature, so they are interested in knowing ways and means to save it. This attitude of people needs to be focused by Green marketers. Lack of awareness is the major constrain before the implementation of Green Marketing. Launching a strong awareness drive with the help of academicians, government bodies, NGOs and corporates can really help overcome this challenge.

Since the population is skeptical about the reliability of advertisement claims made by companies, efforts should be made to win the trust of masses by employing fare and ethical business practices and by using Green labeling as a mark of credibility. As the research reports that after authentication of Green claims through proper Green labels, women would increase the buying of Green products, not just for themselves but also for their children, spouse and also the grandparent. Strict Government laws, enforcing eco-friendly norm are mandatory requirement.

Conclusion In the present scenario we have to understand that Green Marketing is the only option available with us. It is still at its stage of infancy in India. Let’s make a start with Green Cosmetics. Changing demography is ensuring a promising future in this segment. The lack of awareness of Green is posing major challenge for its acceptance by the masses. The fact that 78 percent of the sample is interested in knowing about Green marketing with 4 percent saying ‘neither agree nor disagree’, offers a wide scope for expansion in this area, provided a sound awareness drive is launched in educating people about the Green Cosmetics, its composition and significance. Corporates alone will not be able to handle it; Government too will have to contribute. The emerging double income group, changing household size, changing attitude and lifestyle of people has created a segment that is ready to pay anything for cosmetics provided no harm is caused to them and the mother earth. The results of survey indicate that, “87 percent of mothers would like to buy Green Cosmetics for their children, 87 percent would like to buy Green Cosmetics for themselves and 21 percent of

women would prefer to buy Green products for their husbands too provided their reservations towards its acceptance are settled down. The survey says 37 percent of parents and grandparents of the sample are already using Green Cosmetics and would continue to buy Green Cosmetics, so the statistics might change in this segment too.” It is actually a green signal showing a lush green road ahead. To sum up, time has come to save earth not because it is our earth but because it belongs to our children. Sooner or later or we will have to adopt Green, Sooner the Better! Therefore let’s make a beginning with Green Cosmetics- a segment perfectly viable due to intense liking of people to look young and beautiful, irrespective of their age and gender as also evident in this research.

Future scope of study In this research an attempt was made to understand the buyer behavior towards green cosmetics in general. Researchers can further be extended to find out what all can be served in the green cosmetics specifically age wise and gender wise. The present study was conducted in Pune city of India; the results of the research can also be tested and validated in the other cities of the country.

References Books 1. Jacquelyn A. Ottman (2011). The New Rules of Green marketing: Strategies, Tools, and Inspiration for Sustainable Branding. January 2011, ISBN: 978-1-906093-44-0 (hbk) Greenleaf Publishing, UK retrieved on 27th Dec 2011 at www.greenleafpublishing.com/newrules pp4 2. Schiffman, L. & Kanuk, L. (2004). Consumer behavior. Englewood Cliffs, NJ: PrenticeHall.

Journal 3. Alsmadi, S.(2007). Green Marketing and the Concern over the Environment: Measuring Environmental Consciousness of Jordanian Consumers. Journal of Promotion Management, Vol. 13(3–4), 2007. 4. Arndt, D. S., M. O. Baringer, and M. R. Johnson, Eds. (2010). State of the Climate in 2009. Bull. Amer. Meteor. Soc., 91 (7), S1–S224. 5. Du Plessis, P. & Rousseau, G. (1999), as quoted by Alet C Erasmus, Elizabeth Bosh off and GG Rousseau. Consumer decision-making models within the discipline of consumer science: a critical approach. ISSN 0378-5254 Journal of Family Ecology and Consumer Sciences, Vol 29, 2001 p 82 6. Levy, H., II, D.T. Shindell, A. Gilliland, M.D. Schwarzkopf, and L.W. Horowitz (2008) Climate Projections Based on Emissions Scenarios for Long-Lived and Short-Lived Radiatively Active Gases and Aerosols. U.S. Climate Change Science Program Synthesis and Assessment Product 3.2. Department of Commerce, NOAA National Climatic Data Center, 120 pp Horowitz (Washington, D.C.: Department of Commerce, NOAA’s National Climatic Data Center 2008), http://www.climatescience.gov/Library/sap/sap2/final-report/sap3-2-final-report-all.pdf retrieved on 9th feb12 7. Polonsky, Michael Jay. 1994b as quoted by Polonsky, Michael Jay (1994), “An Introduction to Green Marketing,” Electronic Green Journal, 1(2), UCLA Library, UC Los Angeles at http://escholarship.org/uc/item/49n325b7, pp2 Articles 8. Ecocert (2003) was the very first certification body to develop standards for "natural and organic cosmetics" www.ecocert.com Introduced in 2003. Retrieved on 18th Sep 11 9. Kathi Keville and Mindy Green(1995). A History of Fragrance. ©1995 http://www.healthy.net/library/books/aromatherapy/history.htm as written by Ty Narada for Dr. Kosso, retrieved on 18th of Oct 11

10. Mindy Cohen, (1999). Cosmetics and Perfumes, Egypt, 10,000 BCE. http://www.smith.edu/hsc/museum/ancient_inventions/hsc01b.htm as written by Ty Narada for Dr. Kosso retrieved on 18th Oct 11 11. Organic cosmetic market. (2008). Retrieved on 6th of July 11 from http://www.beautytipshub.com/organic-cosmetics/organic-cosmetic-market.html Report 12. Kumar D., Kumar I., Rahman Z, Yadav s., and Goyal P. (2011). Green Marketing Mix: Rethinking Competitive Advantage during Climate Change. The First International Conference on Interdisciplinary Research and Development, 31 May - 1 June 2011, Thailand. 13. Nielsen (2007). Trust in Advertising. A global Nielsen consumer report, 2007. Websites 14. www.beautytipshub.com 15. www.climatescience.gov 16. www.ecocert.com 17. www.healthy.net 18. www.organic.org