@article{CRSIJ25000033,
                  author = {Jeel Purohit},
                  title = {A Study About Gen Z's Preferences Regarding the Use of Skincare Products and Its Importance in Ahmedabad City.},
                  journal = {Cosmo Research and Science International Journal},
                  year = {2025},
                  volume = {1},
                  number = {3},
                  pages = {143-161},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/},
                  abstract = {Understanding Generation Z's skincare product preferences and the variables affecting their shopping decisions in Ahmedabad is the main goal of the current study. Gen Z, a socially conscious and tech-savvy age, is a fast expanding market for skincare and cosmetics. The study intends to investigate how factors including package appeal, social media influence, sustainability, ethical practices, and promotional offers affect their skincare choices. A systematic questionnaire was used to gather information from 171 respondents, and statistical analyses were conducted to investigate the connection between age and important aspects of consumer preference. The results show that although age has a substantial impact on some factors, such as social media influence (p = 0.007) and willingness to pay for cruelty-free and environmentally friendly items (p = 0.000), the overall correlation values (R) are still low, suggesting little practical influence. Though their price sensitivity and emotional buying habits vary, Gen Z customers across all age groups consistently demonstrate an understanding of sustainability and ingredient transparency. The study also shows that while this generation appreciates open and ethical firms, their allegiance is still erratic and frequently swayed by fads, peer pressure, and special deals. Overall, the study finds that Ahmedabad's Gen Z customers are pragmatic and value-driven, striking a balance between affordability, digital influence, and ethical considerations. In order to successfully appeal to this new customer category, marketers can use the study's insightful findings to create strategies that prioritise affordability, sustainability, and authenticity},
                  keywords = {Generation Z, Skincare Preferences, Sustainability, Social Media Influence, Consumer Behaviour},
                  month = {November
}
        }