BRIDGING THE GREEN PURCHASING GAP: ANALYSING CONSUMER PERCEPTION, BRAND AWARENESS, SOCIAL INFLUENCE, AND ACTUAL BUYING BEHAVIOUR FOR NATURAL AND SUSTAINABLE PERSONAL CARE PRODUCTS

The green purchasing gap describes the disconnect between consumers intentions to purchase eco-friendly personal care products and their actual buying behaviour. This paper examines key psychological, social, and marketing drivers behind this gap, with particular emphasis on the often-overlooked role of brand awareness. Using a mixed-methods approach that combines a quantitative survey of 2,000 consumers with 30 in depth interviews, this study finds that although 78% of participants express intent to purchase sustainable personal care products, only 29% do so consistently. Barriers such as price sensitivity, scepticism about green claims, insufficient brand awareness, and inconsistent social influence were prominent. The paper recommends multi-pronged marketing strategies including educational awareness, influencer partnerships, transparent labeling, and enhanced brand visibility to convert eco-conscious intent into genuine consumer behavior & change in perception.