The green promise in the cosmetics industry

effects of green marketing on customer satisfaction

Abstract

The global cosmetics sector, valued at over US$580 billion, is experiencing sustained growth driven by consumer preference for natural, organic, and environmentally friendly products. This shift highlights the increasing importance of green marketing as a business strategy to strengthen brand-customer relationships. However, the rise in greenwashing, or false sustainability, has generated distrust in the market, affecting the perception of authenticity and consumer satisfaction. In this context, this research aimed to analyze the influence of green marketing on customer satisfaction in the cosmetics sector in the city of Tacna. The study was basic, explanatory, quantitative, and non-experimental, cross-sectional in design. The population consisted of women aged 18 to 30 who consume cosmetics, and a non-probabilistic convenience sample of 150 participants was selected. The validated questionnaires by Vilkaite-Vaitone et al. (2022) for green marketing and by Gardella et al. (2025) to measure customer satisfaction were used. The results showed that 27.33% of respondents rated green marketing as average, while 28.70% rated their satisfaction at the same level. It is concluded that green marketing has a direct and significant influence on customer satisfaction in the cosmetics sector in Tacna, promoting responsible and sustainable practices.