HUMAN VALUES AND CONSUMER ATTITUDES TOWARDS GREEN PERSONAL GROOMING PRODUCTS: A REVIEW-DRIVEN AGENDA FOR NORTH-EAST INDIA

This paper reviews how Schwartz’s human values shape consumer attitudes towards green personal grooming products, with a special focus on North-East India. Drawing on value–belief–attitude models, the review explains how self-transcendence and conservation values influence environmental concern and, in turn, favourable evaluations of eco-friendly, herbal, and toxic chemical-free grooming products. A structured narrative approach synthesizes international and Indian studies on green products and green cosmetics, highlighting consistent links between values, environmental concern, attitudes, and purchase intentions, alongside a persistent attitude–behaviour gap. Evidence suggests that universalism, benevolence, and tradition can support positive attitudes towards green grooming products, especially when framed around health, community welfare, and cultural heritage. The review identifies a clear lack of empirical work integrating Schwartz values and green grooming attitudes in North-East India, despite strong herbal traditions and rising environmental awareness. A conceptual framework and research propositions are proposed for future survey-based and mixed-method studies in the region, offering guidance for both academics and practitioners seeking to promote sustainable grooming choices in culturally sensitive ways. Keywords: Green Personal Grooming Products, Consumer Attitudes, Purchase Intention, Conservation Values, North-East India, Sustainable Consumption