Impact of Social Media on Consumer Attitude towards Sustainable Beauty/Personal Care Brands in Mumbai

Abstract

Consumer is the king of marketplace. Consumer centricity is the key agenda for business policy and strategic management. This study examines the impact of social media communication on consumer attitudes toward sustainable beauty and personal care brands in Mumbai, with reference to brands such as Mamaearth, Plum, Forest Essentials, and The Body Shop. Against the backdrop of intensifying environmental concerns, urban consumers are increasingly attentive to sustainability narratives in beauty and personal care consumption. However, heightened ecological awareness is accompanied by growing skepticism toward brand-led green claims. The research investigates whether sustainability-oriented messages disseminated through social media platforms particularly Instagram and YouTube influence consumer attitudes and purchase intentions, with specific emphasis on brand transparency and influencer credibility. A descriptive research design was adopted, and primary data were collected from 52 respondents in Mumbai using a structured questionnaire circulated via email, Instagram, and WhatsApp. The findings indicate that while consumers actively engage with sustainability-related content on social media, purchase decisions are not driven by promotional claims alone. Instead, consumers rely heavily on third-party validations such as authentic reviews, certification labels, and verifiable evidence of sustainable practices. The study underscores the presence of informed and discerning consumers who critically evaluate digital sustainability communication. The insights offer practical implications for marketers, policymakers, and academicians in designing credible, transparent, and responsible social media strategies that foster sustainable consumption behaviour.