Consumer perception and purchasing behavior towards green cosmetics: A market research
Borges, Lilibeth; Paananen, Amalia (2020)
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Lataukset:
Borges, Lilibeth
Paananen, Amalia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202101311737
https://urn.fi/URN:NBN:fi:amk-202101311737
Tiivistelmä
The market of green cosmetics is gaining popularity due to the rising trends of having a
‘clean” and ‘healthy’ lifestyle. Recent generations are becoming more aware of the effects
of unsustainable consumption in every-day life and they partake in different habits to im-
prove this issue. Still, the market of these clean cosmetics is not performing as successfully as its conventional cosmetics counterpart is.
This research was created with the intention of discovering what the difference between
clean and traditional cosmetics are, how their quality and integrity are perceived by consumers, and how their market value can improve. Global eco-certifications and standards
used in cosmetics are analyzed as well for their accuracy and varying definitions of what
construes a ‘green’ product.
The nature of this research was exploratory; therefore, a close-ended, deductive survey
was created in accordance with the aforementioned objectives in the literature review. With this approach, quantitative data was gathered for insight on consumers’ perceptions
of different aspects of green cosmetics. No target group was used.
It was concluded that one of the most prominent findings in this research was that the
knowledge of eco-certifications has a significant effect on consumers’ purchase decisions of green cosmetics. Also, the findings show that clean cosmetic brands must focus on transparency and quality as much as traditional cosmetic brands do to reach a higher level of consumer demand. Furthermore, some producers of green cosmetics practice the opportunistic behavior of “greenwashing”. Additionally, more consumers could likely be reached through earned media such as influencers, reviews, and especially in-store recommendations as that was found to be consumers’ preferred familiarization method.
‘clean” and ‘healthy’ lifestyle. Recent generations are becoming more aware of the effects
of unsustainable consumption in every-day life and they partake in different habits to im-
prove this issue. Still, the market of these clean cosmetics is not performing as successfully as its conventional cosmetics counterpart is.
This research was created with the intention of discovering what the difference between
clean and traditional cosmetics are, how their quality and integrity are perceived by consumers, and how their market value can improve. Global eco-certifications and standards
used in cosmetics are analyzed as well for their accuracy and varying definitions of what
construes a ‘green’ product.
The nature of this research was exploratory; therefore, a close-ended, deductive survey
was created in accordance with the aforementioned objectives in the literature review. With this approach, quantitative data was gathered for insight on consumers’ perceptions
of different aspects of green cosmetics. No target group was used.
It was concluded that one of the most prominent findings in this research was that the
knowledge of eco-certifications has a significant effect on consumers’ purchase decisions of green cosmetics. Also, the findings show that clean cosmetic brands must focus on transparency and quality as much as traditional cosmetic brands do to reach a higher level of consumer demand. Furthermore, some producers of green cosmetics practice the opportunistic behavior of “greenwashing”. Additionally, more consumers could likely be reached through earned media such as influencers, reviews, and especially in-store recommendations as that was found to be consumers’ preferred familiarization method.