Understanding Purchasing Behavior for Green Cosmetics in Artificial Intelligence (AI) Driven Context: A Conceptual Framework

The cosmetic skincare industry is expanding rapidly, driven by evolving beauty standards, technological advancements, and shifting consumer preferences (Georgievskaya et al., 2024). The cosmetic industry has become a fast-growing and dynamic industry in the international market, including skin care, hair care, deodorants, perfumes, and personal care products. The boom of the market is attributed to the changing ideals of beauty, increasing personal income, and rising digital influence, and is projected to exceed USD 750 billion by 2025, valued at approximately USD 500 billion worldwide right now. (Statista, 2023; Łopaciuk & Łoboda, 2013). Not just economically important but also profoundly ingrained in cultural identity creation, gender expression, and self-care practices, the cosmetic industry is among the most dynamic and resilient sectors of the world economy (Arnould & Thompson, 2005). Rising disposable incomes, urbanization, exposure to worldwide media, and the impact of social media influencers have driven the cosmetic sector to double-digit growth in recent years, especially in developing markets like India (Srivastava & Maurya, 2024; Vieira, 2020).