Abstract

In contemporary society, there has been a noticeable shift towards the adoption of cosmetics by men. However, it is evident that only a limited number of companies have integrated environmentally conscious marketing strategies into the promotion and sale of such products. This research endeavor seeks to elucidate the intricate relationship between Ecological Culture and the consumption of beauty products among male university students. The study employs rigorous statistical analysis to explore the extent to which ecological culture influences men’s preferences for beauty
products, revealing a moderate effect with a bilateral significance level of 0.002. This investigation underscores the significance of comprehending and incorporating ecological culture into the realm of men’s beauty product consumption. The findings emphasize the imperative nature of considering ecological factors when making responsible purchases of such commodities. By shedding light on this connection, this research contributes valuable insights into the evolving landscape of the beauty product industry, urging both academia and businesses to further explore sustainable marketing
strategies to cater to the ecological preferences of their male clientele.