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Consumers’ purchase behavior towards green beauty care products

Claudon, Maylis; De Saint-Lége, Sophie De Champs
Master thesis
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URI
https://hdl.handle.net/11250/2825173
Date
2021
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  • Master of Science [1525]
Abstract
Consumers are increasingly looking for a more sustainable

consumption. In the past years, a green trend has emerged in

the beauty care market. However, even if consumers claim to

want more green products, an attitude-behavior gap can be

observed and the green beauty care segment remains a niche

market.

Purpose The purpose of this study is to understand the attitude-behavior

gap is this particular market. Why does the green beauty care

market remain a niche segment despite the fact that consumers

say they want to consume greener and more natural products?

Research

design

To answer this question, we designed a qualitative study. For

this purpose, we created an interview guide that we tested

before conducting interviews with consumers and one

interview with a specialist to have a professional point of view.

Findings Our main findings are that most consumers do not buy green

beauty care products because their main argument when buying

beauty care products is efficiency, and they do not perceive

green products as being as efficient as chemical beauty care

products. But other factors such as relationship with brands,

habits or availability can help explain the existence of the

attitude-behavior gap.

Keywords Beauty care, cosmetics, green, sustainable, natural, attitudebehavior

gap, consumption habits, efficiency
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2021
Publisher
Handelshøyskolen BI

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