As Generation Z (Gen Z) becomes an increasingly influential demographic in the beauty and personal care market, understanding their attitudes and behaviours is crucial for industry stakeholders. Brands and e-commerce platforms need to adapt to the preferences of this generation by enhancing their digital presence, fostering trust and championing ethical and sustainable practices. Using behavioural reasoning theory, this study focuses on understanding the attitudes and preferences of Gen Z consumers towards Indian beauty and personal care websites, a demographic known for its tech-savvy nature and unique consumer behaviour. Preliminary findings reveal that Gen Z consumers exhibit a strong affinity for online shopping, with convenience and a wide product selection being the primary driving factors. This research contributes to the body of knowledge on Gen Z consumer behaviour, offering insights that can guide strategies in the ever-evolving beauty and personal care industry. In conclusion, this study provides a comprehensive examination of Gen Z consumers’ attitudes and preferences towards Indian beauty and personal care websites, shedding light on the factors that influence their online shopping choices and the challenges they encounter.
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