The increasing consumer inclination toward natural alternatives has reshaped the global cosmetics sector, positioning herbal products as a prominent growth category. This study examines the determinants shaping women's purchasing behaviour for herbal cosmetics within the Latur district of India. Data were collected through a structured questionnaire administered to 200 res
pondents, selected using stratified sampling based on age, occupation, and locality. The analysis suggests a pronounced preference for herbal formulations, with 85.3% of participants indicating a positive attitude and 81.8% reporting regular use. Perceptions of safety, product quality, and brand reputation emerged as the most influential factors, although economic status appeared to exert minimal influence on these preferences. Interestingly, despite the growing adoption of herbal products, many consumers continue to purchase chemical-based cosmetics, citing their effectiveness and broader product range. These findings indicate that while demand for herbal cosmetics is expanding in non-metropolitan regions, awareness regarding product authenticity and certification remains limited. The study underscores the need for marketing strategies that prioritize transparency and credibility to strengthen consumer trust and leverage this evolving trend. This study supports SDG 12 by underscoring how consumer choices shape demand for sustainable products, and SDG 5 by emphasizing women's role in economic decision-making.
