The Role of Brand Performance in Shaping Consumer Preference for Personal Care Green Products: With Special Reference to Himalaya Wellness Company

The primary objective of this study is to investigate the factors influencing consumer behaviour towards Himalaya’s personal care green products. Specifically, the research examines the impact of Brand Performance on consumer preference and the role of Sustainability Attributes in fostering Brand Loyalty. As sustainability becomes a critical determinant of purchase behaviour, understanding how performance factors such as product quality, natural ingredients, eco-friendly packaging, brand trust, and ethical image influence consumer decisions is essential. Using a quantitative descriptive research design, data will be collected from consumers who use Himalaya’s personal care products. Primary data was collected from 100 respondents using a structured questionnaire. The data was analysed using Mean scores, Standard Deviation, and Binary Logistic Regression to test the hypotheses. The empirical results reveal that both Brand Performance and Sustainability Attributes are significant predictors of consumer behaviour. The findings suggest that Himalaya’s commitment to eco-friendly practices and ethical attributes significantly enhances its competitive advantage.