Green Advertising: The Rise of Eco-Friendly Campaigns Investigating the Role of Sustainable Marketing Strategies in Beauty Brand Image

Dr.MansiTripathi[1]
Ms.PratishthaPawar[2]

Abstract:

This research explores the growing prominence of green advertising in the beauty and cosmetic industry, focusing on its impact on consumer perception and brand image. Eco-conscious brands like Mamaearth, WOW Skin Science, and Khadi Naturals are leveraging sustainable marketing strategies, including ethical sourcing, cruelty-free practices, eco-friendly packaging, and targeted advertising campaigns, to align with evolving consumer values. Using a detailed case study approach, the study examines how green advertising influences trust, loyalty, and purchasing decisions, while addressing barriers to eco-friendly consumerism. A comparative analysis of these brands highlights the effectiveness of transparent, authentic campaigns in promoting green consumerism and enhancing brand credibility.

The findings reveal the pivotal role of well-crafted advertising in mainstreaming green marketing, helping consumers differentiate between harmful and sustainable products. This research provides actionable insights for marketers, showcasing how sustainability-focused advertising can foster positive brand perception, build consumer trust, and strengthen long-term relationships in a competitive, eco-conscious market.

Keywords: Green Advertising, Sustainable Marketing Strategies, Eco-Friendly Campaigns, Wow Skin Science, Mamaearth, Khadi Naturals

Introduction:

The beauty and cosmetic industry have seen a significant shift towards green advertising, as consumers become increasingly conscious of the environmental impact of their purchasing choices. Eco-friendly campaigns,which highlight the sustainable practices and natural ingredients used in beauty products, are pivotal in reshaping brand images. By promoting their commitment to environmental sustainability, beauty and cosmetic brands are not only catering to the growing demand for eco-conscious products but are also enhancing their overall appeal in a highly competitive market.

Sustainable marketing strategies have emerged as essential tools for beauty and cosmetic brands aiming to differentiate themselves. These strategies often emphasize ethical sourcing, cruelty-free testing, and the use of biodegradable or recyclable packaging. By aligning their branding with environmentally responsible values, companies can foster a positive image and build long-term customer loyalty. This investigation delves into how such sustainable practices are influencing consumer perception and strengthening the brand image of beauty and cosmetic products in a market that increasingly values sustainability.

In recent years, there has been a growing awareness among consumers about environmental sustainability and the impact of their purchasing decisions on the planet. As a result, brands are increasingly adopting green advertising and sustainable marketing strategies to align with this eco-conscious mindset. This study explores the role of eco-friendly campaigns in shaping brand image, focusing on the influence of sustainable marketing on consumer perceptions and brand loyalty. By analysing the advertising approaches of brands like Khadi Naturals, Mama Earth, and Wow, this research investigates how green advertising contributes to a brand’s reputation, credibility, and appeal in the competitive marketplace. Through a mixed-method approach that includes quantitative and qualitative insights from consumers, the study aims to understand the effectiveness of these sustainable strategies in fostering positive brand associations and encouraging environmentally friendly consumer behaviour.

Review of Literature

Goswami, N. (2024), in her research titled “Sustainability: The Green Cosmetic Brands for Eco-Friendly Transformation,” explores the transformation of cosmetic brands in India towards adopting eco-friendly formulations. The study focuses on how consumer perceptions are shaped by sustainability efforts in the cosmetics industry. Through qualitative analysis, the research examines the increasing use of natural components and renewable resources in cosmetic products. Data was collected through secondary sources, including market reports and consumer surveys. The findings suggest that eco-friendly products are not only preferred by consumers but also enhance the brand image by appealing to the growing demand for sustainability in cosmetics.

Premi, H., Sharma, M., and Dangayach, G.S. (2023) conducted a systematic literature review titled “Green Marketing in India: A Systematic Literature Review,” which examines the impact of sustainability strategies such as eco-labels and green branding on consumer behavior in India. The researchers systematically reviewed various studies on green marketing, gathering data from academic papers, industry reports, and case studies. The results indicate that brands with strong environmental commitments tend to perform better in the market, especially in the beauty and cosmetics sector, where there is a notable rise in consumer demand for eco-friendly products.

Limbu, Y.B., and Ahamed, A.F.M.J. (2023), in their paper “What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda,”analyze the factors that drive consumer intention and behavior toward purchasing green cosmetics. The research is based on a systematic review of global studies on consumer behavior, highlighting factors such as eco-labels, product effectiveness, brand trust, and environmental consciousness as key influences. The review collected data from various academic publications that focused on green consumerism. The study concludes that these factors significantly influence consumers’ decisions to buy eco-friendly cosmetics.

Thaloor, S. (2023) presents a comparative case study titled “Marketing through Green Consumerism in Skin Care Products: A Case Study of WOW Skin Science vs. Mamaearth,” which investigates the marketing strategies of these two major skincare brands in India. Using a case study approach, the research examines how WOW Skin Science and Mamaearth attract environmentally-conscious consumers through their sustainable practices. Data was collected through interviews with brand managers, consumer surveys, and an analysis of the brands’ marketing campaigns. The study found that WOW Skin Science emphasizes eco-friendly packaging, while Mamaearth focuses more on promoting its toxin-free products, both of which appeal to green consumers.

Sudarshana, R.A., and Insilia, S. (2022), in their study “To Study Consumer Satisfaction Towards Selected Mamaearth Products with Reference to Coimbatore City,” examine how Mamaearth’s claims of being eco-friendly and toxin-free affect consumer satisfaction and brand loyalty. The research uses a quantitative approach by distributing structured questionnaires to a sample of Mamaearth users in Coimbatore. The results reveal that Mamaearth’s sustainability initiatives, particularly its toxin-free claims, play a significant role in increasing consumer satisfaction. This has contributed to the brand’s strong market positioning in the city, with consumers showing high loyalty due to the company’s eco-friendly offerings.

Area & scope of Research (Significance of the study)

This research focuses on understanding how green advertising, or eco-friendly marketing, impacts brand image. By examining sustainable marketing strategies, the study aims to reveal how brands use green advertising to appeal to environmentally conscious consumers. It particularly explores how messages related to sustainability, natural ingredients, and eco-friendly practices shape consumers’ perceptions of a brand. As green advertising becomes more prominent, this research will help clarify how these campaigns affect the reputation and trustworthiness of brands in the eyes of consumers.

The scope includes a detailed analysis of three eco-conscious brands: Khadi Naturals, Mama Earth, and Wow. These brands have been chosen because they emphasize sustainable practices and natural products in their marketing efforts. By analysing their websites and advertisements, the research aims to identify the visual and textual elements that convey a commitment to the environment. Additionally, a survey will be conducted to understand consumer opinions on green advertising and their perceptions of these brands. This approach ensures that the study covers both the strategies used by brands and the real-world impact on consumers.

The research also aims to compare the green advertising strategies across the three brands to highlight any similarities or differences. This comparison will provide insights into the diverse ways brands can promote sustainability and enhance their brand image through eco-friendly initiatives. The findings of this study will not only contribute to understanding the role of sustainable marketing but also provide valuable recommendations for brands aiming to strengthen their image through green advertising.

Objective:

1. To examine the role of sustainable marketing strategies in the brand image of Khadi Naturals, Mama Earth, and Wow.
2. To investigate why popular brands like Khadi Naturals, Mama Earth, and Wow adopt green advertising strategies.
3. To analyze how green advertising contributes to creating a positive brand image and supports corporate social responsibility (CSR).
4. To conduct a comparative study of the green advertising strategies and their impact on the brand image of Khadi Naturals, Mama Earth, and Wow.
5. To assess the need and the overall impact of green advertising in shaping consumers’ perceptions towards these brands.

Research Methodology:

Research Design

This study employs a mixed-method research design, combining both quantitative and qualitative methodologies to provide a comprehensive understanding of green advertising strategies among Khadi Naturals, Mama Earth, and Wow. The study is structured to capture both consumer perceptions and brand practices, examining how these eco-friendly brands utilize sustainable marketing strategies in their advertising.

Method of Study

The study incorporates two primary methods for data collection:

– Content Analysis: This method serves as the foundation for understanding the green advertising practices of Khadi Naturals, Mama Earth, and Wow. Content analysis will be conducted on the website content of each brand, focusing on textual and visual components. The analysis will evaluate how these brands convey sustainability through language, imagery, and design choices, providing insight into the eco-friendly messaging embedded in their marketing.

– Survey: To complement the content analysis, a survey is used to gather direct consumer perceptions. Using a structured questionnaire tool, this survey aims to capture both quantitative and qualitative data from a diverse pool of respondents. Questions are designed to evaluate the effectiveness of green advertising, as well as the impact on brand image for each brand. This mixed approach allows for a well-rounded perspective on both the strategies employed by brands and the consumer response to these strategies.

Research Tool

The main tools utilized in this research are:

1. Questionnaire: An online questionnaire will be distributed among a sample of 101 respondents. This tool is structured close ended, to capture consumer insights on brand image and green advertising effectiveness for Khadi Naturals, Mama Earth, and Wow. The responses will offer quantitative data on brand perceptions and qualitative feedback on the perceived authenticity and impact of each brand’s eco-friendly marketing practices.
2. Website Content Analysis: The website content of Khadi Naturals, Mama Earth, and Wow will be analyzed to identify key elements in their green advertising approaches. The analysis focuses on:

– Sustainability Messaging: Examining language, visuals, and sustainability claims that promote eco-friendliness.

– Visual Branding: Assessing the use of eco-centric design elements such as natural colors, nature symbols, and eco-friendly motifs.

– Corporate Social Responsibility (CSR): Identifying references to environmental and social initiatives that enhance the brands’ commitment to sustainability.

Sampling Method: Non-Random Purposive Sampling

This research focuses on three well-known eco-friendly brands: Khadi Naturals, Mama Earth, and Wow. The selection of these brands is purposive, based on their established reputation for utilizing green advertising strategies and eco-friendly products. By targeting brands with a clear emphasis on sustainability, the research ensures relevance to the study’s objective of examining effective green advertising practices.

Data Interpretation and Analysis

Content Analysis:

India has a vast market for natural products, with a significant portion of these products being produced domestically and geared toward export. Growing concerns about health and skin care have led consumers to shift from chemical-based cosmetics to natural alternatives. Cosmetics are no longer exclusively for women; demand for products like body sprays, perfumes, and other grooming items is increasing among men as well. The Indian market is expanding, attracting numerous new players, particularly in skincare for both women and men. This trend presents an opportunity to examine consumer perceptions, acceptance, and awareness of cosmetic products, focusing specifically on Wow, Mama Earth, and Khadi Natural Products. Natural products.

Overview of Brand Approaches

Wow Skin Science

Wow Skin Scienceis an Indian personal care and wellness brand known for offering a range of natural and organic beauty and wellness products. The brand emphasizes the use of safe, eco-friendly, and toxin-free ingredients in its formulations, catering to the growing demand for sustainable and green beauty solutions.

Wow Skin Science, founded in 2014 by Manish Chowdhary, Karan Chowdhary, AshwinSokke, and Murali Krishnan in Bangalore, offers natural, chemical-free personal care products brand gained global recognition with hits like Apple Cider Vinegar Shampoo and a focus on sustainable, toxin-free beauty solutions.

Key Highlights of Wow Skin Science:

1. Product Range:

• Hair Care: Shampoos, conditioners, hair oils, serums, and hair masks.
• Skin Care: Face washes, scrubs, moisturizers, body lotions, and face masks.
• Wellness: Essential oils, dietary supplements, and aromatherapy products.
• Bath & Body: Body washes, soaps, and body scrubs.

Figure 1 Image Source- www.wowskinscience.com

 

2. Natural and Toxin-Free:

Wow, Skin Science avoids harmful chemicals such as parabens, sulphates, silicones, and synthetic fragrances in its products. The brand often highlights its use of plant-based and bioactive ingredients like apple cider vinegar, aloe vera, argan oil, and tea tree oil.

3. Eco-Friendly Practices:

The brand promotes sustainable packaging and is gradually transitioning towards eco-friendly alternatives.

Wow Skin Science emphasizes cruelty-free practices, ensuring that its products are not tested on animals.

4. Popular Products:

• Apple Cider Vinegar Shampoo: Known for its scalp-cleansing and hair-strengthening properties.
• Ubtan Face Wash: A traditional Ayurvedic-inspired product with turmeric and saffron for brightening.
• Vitamin C Range: Serums and face washes infused with Vitamin C for skin rejuvenation.

5. Global Presence: While rooted in India, Wow Skin Science has expanded internationally, with its products being available on global e-commerce platforms like Amazon and its own website.
6. Marketing Strategy: It focuses on digital and social media marketing with influencer collaborations. Direct engagement with customers to promote the “clean beauty” movement. 

7. Sustainability Initiatives:The brand is actively involved in promoting sustainable living by encouraging customers to recycle product containers and reduce plastic waste.

Figure 2 Image Source- www.wowskinscience.com

Mamaearth

Mamaearth is an Indian personal care and wellness brand founded in 2016 by VarunAlagh and Ghazal Alagh. It is part of Honasa Consumer Pvt. Ltd. and is known for offering toxin-free, natural, and environmentally conscious products for babies, moms, and adults.

Key Highlights of Mamaearth:

1. Product Range:

• Baby Care: Diaper rash creams, baby shampoos, and lotions.
• Skin Care: Face washes, masks, creams, and serums.
• Hair Care: Shampoos, conditioners, hair oils, and masks.

Wellness: Natural mosquito repellents and immunity boosters.

Figure 3Image Source- mamaearth.in

2. Toxin-Free Philosophy:Mamaearth promotes “Made Safe Certified” products, ensuring they are free from parabens, silicones, sulfates, and synthetic fragrances.
3. Eco-Friendly Initiatives:Mamaearth is recognized as Asia’s first “Plastic Positive” brand, recycling more plastic than it uses.

– They also promote tree-planting initiatives by planting a tree for every product purchased.

4. Popular Products:

– Onion Hair Oil: Known for reducing hair fall.

– Vitamin C Serum: For bright and glowing skin.

– Ubtan Face Mask: Inspired by traditional Indian skincare rituals.

5. Marketing Strategy:

– Strong presence on social media with influencer collaborations.

– Focus on targeting millennial and Gen Z consumers through relatable campaigns.

6. Awards and Recognition:

Mamaearth has won several awards for innovation and sustainability in the beauty and personal care segment.

Figure 4 Image Source- www.mamaearth.in

Khadi Naturals

Khadi Naturals is an Indian brand renowned for offering Ayurvedic, herbal, and handcrafted personal care products. It operates under the Khadi and Village Industries Commission (KVIC), which promotes rural employment and traditional craftsmanship. The brand is deeply rooted in India’s cultural heritage and focuses on natural and eco-friendly formulations.

Key Highlights of Khadi Naturals:

1. Product Range:

• Hair Care: Herbal shampoos, conditioners, and hair oils enriched with Ayurvedic ingredients.
• Skin Care: Face washes, scrubs, creams, and herbal soaps.
• Body Care: Body washes, massage oils, and lotions.
• Aromatherapy: Essential oils, candles, and bath salts.

2. Natural and Herbal Focus: Products are made using natural ingredients like neem, aloe vera, Tulsi, sandalwood, and amla. Free from harmful chemicals like parabens and sulfates.

Figure 5 Image Source- www.khadinatural.com

3. Eco-Friendly Practices: Supports sustainability through biodegradable packaging. Handcrafted by rural artisans, promoting traditional methods and reducing the carbon footprint.
4. Ayurvedic Principles: Combines the wisdom of Ayurveda with modern science to create effective personal care solutions.
5. Popular Products:

– Neem and Tulsi Face Wash: For deep cleansing and acne control.

– Amla and Bhringraj Hair Oil: For stronger, healthier hair.

– Sandalwood Soap: A gentle cleanser with a soothing fragrance.

6. Global Presence:Khadi Naturals is available internationally, showcasing India’s rich heritage in wellness and beauty.
7. Affordability and Accessibility: Known for its cost-effective pricing, the brand appeals to a broad audience while maintaining premium quality.

Figure 6 Image Source- https://www.khadinatural.com/

Why Khadi Naturals Stands Out: 

Khadi Naturals reflects the essence of India’s traditional craftsmanship and natural remedies, making it a trusted name for eco-conscious consumers. Its efforts to empower rural artisans and promote sustainable living align with the principles of green and ethical beauty.

Table.1- Content Analysis of Wow Skin Science, Mamaearth, Khadi Naturals

Aspect	Wow Skin Science	Mamaearth	Khadi Naturals
Year of Establishment	2014	2016	1963 Operates under KVIC since its inception.
Founders	Manish Chowdhary, Karan Chowdhary, AshwinSokke, Murali Krishnan	VarunAlagh, Ghazal Alagh	KVIC-supported brand, no specific founder.
Product Focus	Hair care, skincare, bath & body, wellness	Baby care, skincare, hair care, wellness	Hair care, skincare, body care, aromatherapy
Philosophy	Natural, toxin-free, cruelty-free	Safe, eco-conscious, “Made Safe Certified”	Ayurvedic, handcrafted, herbal formulations
Eco-Friendly Practices	Transitioning to sustainable packaging, cruelty-free	Plastic positive, tree-planting initiatives	Biodegradable packaging, handcrafted products
Popular Ingredients	Apple cider vinegar, aloe vera, argan oil	Onion, turmeric, Vitamin C	Neem, tulsi, sandalwood, amla
Standout Products	Apple Cider Vinegar Shampoo, Ubtan Face Wash	Onion Hair Oil, Vitamin C Serum, Ubtan Face Mask	Neem&Tulsi Face Wash, Sandalwood Soap
Certifications	Focus on cruelty-free and clean beauty	“Made Safe” certified, toxin-free	Supports KVIC’s eco-friendly certifications
Target Audience	Millennials, eco-conscious consumers	Moms, babies, millennials	Consumers prefer Ayurvedic and natural products
Pricing	Mid-range, affordable	Affordable, family-friendly	Cost-effective, budget-friendly
Marketing Approach	Social media, influencer collaborations	Influencer-driven campaigns, sustainability focus	Heritage-driven appeal, natural authenticity
Global Presence	Available internationally (e.g., Amazon)	International presence, e-commerce platforms	Limited global reach, emphasizes Indian roots

 

Similarities in Sustainable Marketing Strategies

• Ingredient Transparency: All three brands stress the use of natural or herbal ingredients, such as essential oils, plant extracts, and organic bases. Ingredient transparency is highlighted in their advertising, which appeals to consumers concerned with product purity.
• Eco-Friendly Packaging: Each brand promotes minimalistic and recyclable packaging, with a commitment to reducing plastic waste. Mamaearth, for instance, adopts a “plastic-positive” strategy, whereas Wow and Khadi Naturals use recyclable materials and packaging, often showcasing this in their advertising visuals.
• Social Responsibility: Each brand involves themselves in CSR activities. Mamaearth’s emphasis on “Goodness Inside” extends beyond products to initiatives like planting trees with each order. Khadi Naturals promotes local employment and traditional methods, aligning with the “Vocal for Local” campaign. Wow engages in community-driven projects, focusing on health and wellness.

Differences in Advertising Approaches

• Messaging and Positioning:Mamaearth adopts a family-oriented, emotionally resonant narrative, focusing on holistic wellness for families, particularly mothers and children. In contrast, Khadi Naturals appeals to consumers interested in traditional and Ayurvedic solutions. Wow positions itself with a modern, health-conscious aesthetic, targeting fitness enthusiasts and beauty consumers alike.
• Advertising– Through my study, it was analysed that Khadi Naturals does not imply celebrity endorsement to the same extent as Wow Skin Science and Mamaearth does.

Here is an overview of advertisements for Mamaearth, Wow, and Khadi Naturals that are available on YouTube and other platforms:

Mamaearth

1. ShilpaShettyTVC: Mamaearth features ShilpaShetty promoting their Ubtan Face Wash, emphasizing natural ingredients and toxin-free skincare. This campaign highlights the brand’s alignment with eco-friendly values.
2. Sara Ali Khan Campaign: A TV commercial with Sara Ali Khan and Amrita Singh, focusing on Mamaearth’s toxin-free skincare solutions.
3. “Find Out What Makes You Beautiful” Ad: This campaign centers on natural beauty, tying it to the eco-conscious ethos of the brand.
4. “Glass Skin Glow” Campaign: Highlighting the Korean beauty trend, this ad promotes the Rice Water Face Wash, showcasing natural ingredients for glowing skin.

Wow

Specific YouTube advertisements for Wow Skin Science are less prominent compared to Mamaearth. However, Wow campaigns frequently focus on their commitment to cruelty-free and natural products, often featuring influencers and social media promotions emphasizing sustainable practices.

Khadi Naturals

Khadi Naturals relies heavily on traditional marketing with a focus on authenticity and Indian heritage. Many of their campaigns showcase natural formulations and Ayurvedic roots, aligning with eco-friendly narratives. They promote through YouTube and social media platforms, emphasizing handmade and organic processes, though fewer high-profile celebrity endorsements are seen.

• Global vs. Local Appeal: Mamaearth, though Indian, markets itself in a globally appealing manner with an emphasis on universal wellness. Khadi Naturals is more India-focused, tapping into patriotic and cultural sentiments. Wow straddles both local and global markets, with an emphasis on international standards in purity and efficacy.
• Product Portfolio: Each brand’s portfolio reflects its commitment to sustainability differently. Mamaearth and Wow have a wider range of personal care products that focus on daily hygiene and wellness, while Khadi Naturals emphasizes handcrafted, Ayurvedic formulations, giving it a niche positioning.

Reality Check: Green Marketing or Greenwashing?

Each brand demonstrates varying levels of commitment to sustainability. The following analysis addresses both strengths and potential areas of “greenwashing.”

• Authenticity: Mamaearth’s “plastic-positive” claim is backed by clear initiatives, though critics argue about the scale and tangible impact. Khadi Naturals’ use of Ayurvedic elements is perceived as authentic due to its alignment with Indian traditional practices. Wow’s natural claims have faced occasional skepticism, particularly in terms of ingredient sourcing and chemical-free assertions.
• Transparency: All three brands could enhance transparency by providing detailed data on their sustainable practices. For example, Mamaearth could elaborate on how their plastic recycling efforts affect the environment quantitatively. Similarly, Khadi Naturals could specify their sourcing practices to reinforce their eco-friendly claims. Wow’s labeling practices could improve by listing the sources of ingredients and verifying organic claims.

Table.2 Strengths and Weaknesses of Wow Skin Science, Mamaearth, Khadi Naturals

	Brand	Strength	Weaknesses
1.	Mamaearth	Strong family-oriented branding, plant-based ingredients, plastic-positive initiatives, wide product range	Some consumers perceive plastic positivity as limited in scope.
2.	Khadi Naturals	Authentic Ayurvedic roots, local employment focus, herbal formulations	Limited transparency in ingredient sourcing and production impacts
3.	Wow	Clear product labeling,modern appeal, recyclable packaging	Occasional skepticism regarding the authenticity of “chemical-free” claims

 

Table.3 Comparative Parameters of Wow Skin Science, Mamaearth, Khadi Naturals

Parameter	Mamaearth	Khadi Naturals	Wow
Target Audience	Families, young adults	Ayurveda and natural beauty enthusiasts	Health-conscious individuals, fitness enthusiasts
Sustainable Practices	Plastic-positive, tree planting	Herbal ingredients, local sourcing	Recyclable packaging, eco-friendly products
CSR Activities	Tree planting, community welfare	Employment generation, cultural preservation	Wellness initiatives
Market Positioning	Holistic wellness, family brand	Ayurveda-based, Made in India	Wellness-focused, global appeal
Advertising Focus	Emotional, family-centric	Cultural and Ayurvedic authenticity	Clean beauty, fitness appeal

 

4.2 Questionnaire Analysis

Interpretation: Based on the responses from the survey, the 18-25 age group shows the highest level of engagement and purchasing activity with eco-friendly beauty brands. This age demographic appears to be more conscious of sustainability and eco-friendly practices, indicating a strong preference for brands that promote green advertising. Their heightened awareness of environmental issues may be driving their purchasing decisions, as they seek products that align with their values. This trend highlights the growing influence of younger consumers in shaping the beauty industry’s shift toward more sustainable and responsible marketing strategies.

Interpretation: The responses to the gender question indicate a notable balance in awareness of eco-friendly beauty brands, with 52% female and 48% male respondents. While women are slightly more represented, the 48% male participation underscores that sustainability in beauty products is not limited to one gender. This suggests that men are also becoming increasingly aware of and interested in eco-conscious choices, reflecting a broader cultural shift towards sustainability. Both genders are actively engaging with sustainable beauty products, which highlights the growing appeal of green advertising across diverse consumer groups. This trend points to the importance of targeting both men and women in eco-friendly campaigns.

Interpretation: The survey results reveal a significant level of education among the respondents, with 41.6% having completed their undergraduate studies and 40% holding postgraduate degrees. This indicates that the majority of participants are well-educated, which may correlate with a greater awareness and interest in sustainable and eco-friendly beauty brands. The 13% of respondents with a high school education suggests that even those with a lower educational background are still engaging with the topic, though to a lesser extent. These findings suggest that higher education levels are linked to a deeper understanding and preference for sustainable marketing strategies in the beauty industry.

Interpretation: The survey results indicate that 50% of respondents purchase eco-friendly or green products occasionally, reflecting a growing but not yet dominant interest in sustainable products. Meanwhile, 22% of participants buy such products regularly, showing a dedicated group of environmentally conscious consumers. Interestingly, 25% rarely purchase eco-friendly products, suggesting that while there is some awareness, it may not always translate into frequent purchasing behavior. The data implies that eco-friendly beauty brands still have room to grow in terms of consumer engagement, but occasional purchases show that there is potential for wider adoption as sustainability continues to gain traction.

Interpretation: The responses suggest that while a significant portion of consumers occasionally purchase eco-friendly or green products, there is a smaller but dedicated group who regularly choose sustainable options. This indicates a growing awareness and preference for eco-conscious choices, although not all consumers are fully committed to consistent purchases. The trend shows that while many are open to green products, barriers such as availability, price, or convenience might limit frequent purchases. However, the growing interest indicates that eco-friendly beauty brands have a solid foundation to expand their reach and influence as sustainability becomes increasingly prioritized in consumer behavior.

Interpretation: The survey results indicate that Mama Earth is the most recognized brand for adopting green or eco-friendly practices, with the highest number of respondents acknowledging its sustainability efforts. Khadi Naturals also has strong recognition, though slightly lower, reflecting its prominence in promoting natural and eco-friendly products. Wow, while recognized by a smaller percentage of respondents, still holds a significant share of awareness in the eco-friendly space. These results suggest that consumers are increasingly aware of brands that prioritize sustainability, with Mama Earth standing out as a leader in the market. This also highlights the growing competition among beauty brands in the green marketing space.

Interpretation: The responses suggest that Khadi Naturals’ green advertising campaigns are generally perceived as effective in promoting eco-friendly practices, with many consumers acknowledging the brand’s efforts. However, a notable portion of respondents felt neutral about the campaigns, indicating that while the brand’s eco-friendly initiatives are recognized, they may not always create a strong enough impact to resonate deeply with all consumers. This suggests that while Khadi Naturals is successful in communicating its sustainability message to a certain extent, there may be opportunities to enhance the effectiveness and clarity of its green advertising to better engage and persuade a broader audience.

Interpretation: Khadi Naturals’ focus on sustainability significantly enhances its brand image for most consumers. Many perceive the brand more positively due to its commitment to eco-friendly practices, seeing it as responsible and aligned with modern values. Having been a symbol of Indian heritage and self-reliance since independence, Khadi Naturals carries a legacy of trust and authenticity. While a substantial group holds a neutral opinion, this suggests an opportunity for the brand to strengthen its messaging and deepen its impact. Negative perceptions are minimal, highlighting that sustainability is generally a favorable and impactful strategy for Khadi Naturals to build trust and loyalty among its audience.

Interpretation: The responses indicate that many consumers believe Khadi Naturals’ green advertising aligns with their actual practices, reflecting trust in the brand’s commitment to sustainability. However, a significant portion remains neutral, suggesting uncertainty or a lack of sufficient information to fully assess the alignment between the brand’s claims and its actions. A notable challenge is the brand’s limited focus on communication channels, which may leave some consumers unaware of its initiatives and achievements. Strengthening advertising efforts and expanding visibility could help Khadi Naturals build stronger connections and reinforce trust in its sustainability commitments.

Interpretation: Khadi Naturals’ eco-friendly branding plays a significant role in influencing many consumers’ purchasing decisions, reflecting the growing importance of sustainability in consumer choices. While a substantial group considers it a key factor, others remain neutral, indicating that eco-friendly initiatives may not always be the primary driver for all buyers. Some respondents view it as less important or are unaware of the brand’s sustainability efforts, which suggests an opportunity for Khadi Naturals to strengthen its messaging and outreach. By emphasizing the value and impact of its eco-friendly practices, the brand could appeal to a broader audience and enhance its market position

Interpretation: The responses suggest that consumers largely perceive Khadi Naturals’ green advertising as serving a dual purpose: both promoting its eco-friendly image and contributing to sustainability. While some view it more as an image-driven effort, the majority recognize a genuine commitment to sustainability alongside branding goals. As one of the oldest brands promoting Swadeshi products, Khadi Naturals holds a unique legacy. However, in the face of increasing competition, the brand needs to strengthen its green advertising strategy to remain prominent. Leveraging diverse social media platforms and enhancing visibility will ensure that consumers are more aware of its eco-friendly initiatives, reinforcing trust and engagement.

Interpretation: Mama Earth’s green advertising is widely regarded as effective in creating environmental awareness, with a significant portion of consumers recognizing its impact. Many perceive the campaigns as impactful and resonating well with their audience, suggesting that the brand successfully conveys its eco-friendly messaging. However, some respondents remain neutral, indicating that while the campaigns are visible, they may not deeply engage or influence all consumers. Minimal responses indicating ineffectiveness suggest that Mama Earth is on the right track but has room to refine its strategies to maximize awareness and connect with a broader audience.

Interpretation: Mama Earth’s commitment to sustainability significantly enhances trust among a majority of its consumers. Many feel a stronger connection to the brand due to its eco-conscious efforts, reflecting the growing importance of sustainability in building consumer loyalty. However, a notable portion remains neutral, suggesting that while the brand’s initiatives are commendable, they may not resonate equally with everyone. Very few respondents report a decrease in trust, indicating that sustainability is a largely positive and effective strategy for the brand to maintain credibility and foster stronger relationships with its audience.

Interpretation: Mama Earth’s commitment to sustainability has a positive impact on the trust consumers place in the brand. A large portion of respondents feels a deeper connection to the brand because of its eco-friendly initiatives, highlighting the increasing value consumers place on sustainability in today’s market. However, some remain neutral, suggesting that while Mama Earth’s sustainability efforts are appreciated, they may not fully influence every consumer’s perception. Very few indicated a decrease in trust, demonstrating that the brand’s sustainable practices generally strengthen its reputation and help solidify a positive relationship with its audience

Interpretation: Mama Earth’s use of green advertising appears to have a significant influence on consumers’ buying decisions, with many respondents indicating that it affects their choices more than other brands. The brand’s eco-friendly messaging resonates strongly with a large portion of its audience, making it a key factor in their purchasing behavior. However, some respondents remain neutral, suggesting that while green advertising plays a role, it may not be the primary influence for everyone. A smaller group feels that it has less impact, indicating that other factors such as product quality or price may also play a crucial role in their decisions.

Interpretation: The majority of respondents perceive Mama Earth’s adoption of green strategies as mostly genuine, with many acknowledging the brand’s sincere commitment to sustainability. A significant portion believes that the brand’s eco-friendly efforts are entirely or mostly genuine, suggesting a positive perception of its environmental initiatives. However, a portion of consumers remains neutral, indicating some uncertainty about the authenticity of these strategies. Fewer respondents view the brand’s sustainability efforts as purely a marketing tactic, highlighting that, overall, Mama Earth is successfully conveying its commitment to green practices, though there is still room to strengthen consumer confidence further.

Interpretation: The responses suggests that Wow’s green advertising is perceived as moderately effective in promoting sustainability, with a significant portion of respondents viewing it as effective. However, a large number of consumers feel neutral, indicating that while the brand’s eco-friendly messaging is recognized, it may not have a strong enough impact to deeply resonate with all consumers. This shows that Wow could enhance the effectiveness of its green advertising strategies to make a more substantial impression. A smaller group found the advertising ineffective, highlighting an opportunity for improvement in communication or outreach efforts to better engage their audience.

Interpretation: However, a large number of respondents remain neutral, suggesting that while they acknowledge the green advertising, it may not fully convince them of the brand’s overall commitment to social responsibility. A smaller percentage of consumers expressed that the green advertising does not impact their perception, indicating that Wow may need to strengthen its messaging or provide more tangible proof of its sustainability efforts to enhance its reputation as a socially responsible brand.

Interpretation: The majority of respondents feel that Wow’s eco-friendly initiatives are on par with those of other brands, suggesting that while the brand is recognized for its sustainability efforts, it does not significantly stand out from its competitors. A notable portion of consumers views Wow’s initiatives as better or much better compared to others, indicating that some find the brand’s efforts to be more impressive. However, a small percentage may feel that Wow’s sustainability efforts fall short, pointing to areas where the brand could further enhance its eco-friendly strategies to distinguish itself in a competitive market.

Interpretation: This reflects the growing importance of sustainability in consumer choices. However, a notable portion of respondents remains neutral, suggesting that while the eco-friendly messaging is appreciated, it may not be a decisive factor for all buyers. Some consumers find the campaigns less impactful, indicating that other factors such as product quality or price might take precedence. Overall, Wow’s green advertising is recognized but could be more influential with enhanced engagement or targeted communication.

Interpretation: A significant portion feels neutral, suggesting that while they recognize the brand’s efforts, they may not see a direct or substantial impact on CSR. A smaller group disagrees, indicating that some consumers feel the green advertising might not fully reflect the brand’s commitment to social and environmental causes. This feedback highlights an opportunity for Wow to strengthen its CSR messaging and show clearer evidence of its sustainable practices.

Conclusion & Results

Based on the survey and content analysis, the study revealed the following key findings aligned with the objectives:

1. Role of Sustainable Marketing in Brand Image:

Sustainable marketing strategies significantly influence the brand image of Khadi Naturals, Mama Earth, and Wow. Among the three, Mama Earth emerged as the most recognized and trusted brand for its eco-friendly initiatives, followed by Khadi Naturals and Wow. Consumers associate sustainability with trust, responsibility, and modern values, highlighting the pivotal role of green marketing in shaping positive brand perceptions.

1. Adoption of Green Advertising Strategies:

Popular brands like Khadi Naturals, Mama Earth, and Wow adopt green advertising primarily to cater to the growing consumer demand for sustainability and to differentiate themselves in a competitive market. These strategies not only enhance brand loyalty but also align with their CSR objectives, demonstrating a genuine commitment to the environment.

1. Impact on Positive Brand Image and CSR:

Green advertising has a dual purpose: building an eco-friendly brand image and contributing to sustainability. While consumers acknowledge these efforts, the effectiveness varies. Mama Earth’s campaigns are perceived as the most impactful, while Khadi Naturals and Wow could further enhance their messaging to create a stronger connection with their audience.

1. Comparative Analysis of Strategies and Impact:

• Mama Earth leads in green advertising effectiveness due to visible campaigns and clear communication.
• Khadi Naturals relies on its legacy and authenticity but needs to amplify its green messaging to engage a broader audience.
• Wow demonstrates potential but struggles to stand out, with many respondents feeling neutral about its efforts.

1. Consumer Perception and the Need for Green Advertising:

The findings highlight a growing consumer preference for sustainable brands, especially among the younger demographic (18–25 years). However, occasional purchases suggest that barriers such as price and availability still hinder consistent consumer engagement. This indicates a significant opportunity for these brands to expand their reach and strengthen their green advertising strategies.

Research Gap: Existing studies lack a comprehensive comparative analysis of Khadi Naturals, Mama Earth, and Wow’s green advertising strategies, focusing on their impact on CSR, brand image, and reshaping consumer perceptions. This research addresses this gap by exploring sustainable marketing approaches and their influence on these brands’ reputation and consumer behavior.

Limitations of the Study

This study on green advertising and its role in shaping the beauty brand image has several limitations. First, the research focuses exclusively on Khadi Naturals, Mama Earth, and Wow, which may not represent the broader beauty industry. The findings are based on self-reported data from consumers, which could include response biases. Additionally, the study primarily captures urban, young consumer perspectives (ages 18–25), limiting its applicability to older demographics or rural audiences. Furthermore, the content analysis is confined to publicly available advertisements, potentially overlooking internal or less-visible green initiatives. Lastly, the dynamic nature of green marketing strategies means that the insights may not account for emerging trends or recent developments post-study.

Suggestions

1. Enhancing Communication:

Brands should adopt a multi-channel approach to increase awareness of their eco-friendly initiatives. Leveraging social media platforms, collaborations with influencers, and interactive campaigns can enhance visibility and engagement.

1. Targeting Younger Audiences:
   Given the high engagement of the 18–25 demographic, campaigns should focus on educational and visually appealing content to resonate with their values and lifestyle.
2. Improving Accessibility and Affordability:
   Making eco-friendly products more accessible and affordable will encourage frequent purchases. Offering discounts, subscription plans, or eco-friendly packaging options could attract more consumers.
3. Strengthening Authenticity:
   Transparency in sustainability practices is essential. Brands should provide tangible proof of their green initiatives, such as carbon footprint reduction metrics or partnerships with environmental organizations, to build greater trust.
4. Differentiation Strategies:

• Wow can emphasize unique aspects of its green practices to stand out from competitors.
• Khadi Naturals should integrate its heritage with modern eco-friendly values to deepen its impact.

Practical Implications of the Study

1. For Marketers:
   This study underscores the importance of integrating sustainability into marketing strategies. Marketers can use these findings to tailor campaigns that resonate with consumer values and preferences, thereby driving loyalty and engagement.
2. For Policy Makers and CSR Professionals:
   The research highlights the role of green advertising in promoting CSR. Companies can adopt these insights to align their sustainability goals with consumer expectations and regulatory standards.
3. For Academic Research:
   The comparative analysis provides a framework for evaluating green advertising strategies across industries. Future researchers can expand this study by including additional brands or exploring the role of cultural factors in consumer perceptions.
4. For Consumers:
   The findings encourage consumers to make informed choices by recognizing the authenticity of green advertising campaigns. This fosters a more conscious consumer culture, supporting sustainable practice.

Bibliography:

• Goswami, N. (2024). Research on green cosmetics highlights the growing consumer preference for environmentally friendly products. Retrieved from https://rrjournals.com/index.php/rrijm/article/view/1165
• Limbu, Y. B., &Ahamed, A. F. M. J. (n.d.). What influences green cosmetics purchase intention and behavior? A systematic review and future research agenda. Retrieved from https://www.mdpi.com/2071-1050/15/15/11881
• Peattie, K., & Crane, A. (2005). Transformative green marketing: Impediments and opportunities. Retrieved from https://www.researchgate.net/publication/229382388_Transformative_green_marketing_Impediments_and_opportunities
• Premi, H., Sharma, M., &Dangayach, G. S. (n.d.). Green marketing in India: Green marketing: A systematic literature review. Retrieved from https://indianjournalofmarketing.com/index.php/ijom/article/view/165761
• Sudarshana, R. A., &Insilia, S. (n.d.). To study consumer satisfaction towards selected Mamaearth products with reference to Coimbatore City. Retrieved from https://ijrpr.com/uploads/V4ISSUE5/IJRPR12959.pdf
• Thaloor, S. (n.d.). Marketing through green consumerism in skin care products: A case study of WOW Skin Science vs. Mamaearth. Retrieved from https://issuu.com/ijtsrd.com/docs/103_marketing_through_green_consumerism_in_skin_ca
• WOW Skin Science. Official website. Retrieved from https://wowskinscience.com
• Official website. Retrieved from https://mamaearth.in
• Khadi Naturals. Official website. Retrieved from https://www.khadinatural.com

 

[1]Faculty, Advertising & Public Relations Department, MCU Bhopal, Email- mansiktripathi@gmail.com

[2]Student, Advertising & Public Relations Department, MCU Bhopal, Email- pratishthapawar2707@gmail.com