Understanding the Transition: Factors Affecting Online Buying Behavior for Direct-to-Consumer Beauty Products in Western Uttar Pradesh

DOI: https://doie.org/10.10399/APER.2026775472

Authors:

Teena Jain, Dr. Rashmi Sharma

Keywords:

D2C, Online Buying Behavior, Beauty Industry, Consumer Preferences, Secondary Data

Abstract:

Using secondary data sources, the current study investigates the major determinants influencing Direct-to-Consumer (D2C) beauty product purchasing behavior online. The beauty and personal care sector has undergone tremendous transformation due to the growing adoption of digital technology and changing consumer preferences. Direct communication between businesses and consumers has been made possible by the rise of D2C brands, improving convenience, personalization, and transparency.

The study emphasizes how the COVID-19 epidemic significantly accelerated the uptake of online purchasing, especially in the cosmetics industry. The study finds important factors like personalization, sustainability, digital engagement, trust, convenience, social proof, and technological innovation through a thorough analysis of the body of existing literature.

The results imply that these elements work together to affect consumer perception and buy intent, particularly in developing areas like Western Uttar Pradesh. In order to comprehend digital consumer behavior and create successful tactics, the study offers researchers and marketers useful insights.

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