THE IMPACT OF SUSTAINABILITY AND ETHICAL CONSIDERATIONS ON WOMEN'S CHOICES OF COSMETIC

The cosmetic industry has witnessed a significant transformation in recent years due to growing awareness of sustainability, environmental protection, and ethical consumerism. This study examines the impact of sustainability and ethical considerations on women's choices of cosmetic products in Valsad District, Gujarat. The research investigates how factors such as eco-friendly packaging, cruelty-free certification, organic ingredients, fair trade practices, and corporate social responsibility influence purchasing decisions among female consumers. A quantitative research design was adopted across different age groups, educational backgrounds, and income levels in Valsad District. The findings indicate that environmental consciousness and ethical awareness significantly affect brand preference and purchase intention. Younger and highly educated consumers show stronger inclination toward sustainable and ethically produced cosmetics. However, price sensitivity and limited product availability remain key challenges in adopting sustainable alternatives. The study highlights the growing shift from conventional cosmetic consumption toward responsible consumer behaviour in semi-urban and developing regions. The research offers practical implications for cosmetic brands, marketers, and policymakers aiming to promote sustainable consumption practices.