Abstract
People’s health awareness has extended from the food industry to the personal beauty industry. Consumers have increased their interest in natural ingredients, sustainable packaging, and other green elements of cosmetics. This research explores consumer attitudes toward green cosmetics. Data were collected through qualitative research instruments (focus groups) since the research aimed to discover in-depth consumer attitudes and feelings. There were 30 British females who agreed to be respondents in five focus groups. They were divided into five focus groups. The key findings of this research were the prevailing neutral attitudes toward green cosmetics due to the lack of knowledge and confusing market standards. The majority of respondents viewed price and performance as the most important factors when choosing cosmetics instead of green elements. However, given the growing awareness of natural and organic ingredients and green production, most respondents admitted the potential change of present neutral attitudes to be more supportive in the future. Green cosmetics is a new trend in the personal beauty industry. This study ascertains the consumer attitudes toward green cosmetics and calls for clearer green standards and regulations in the industry as well as advanced biotechnology to extract natural ingredients.
Highlights
According to Organicmonitor (2010) and Packaging Digest (2010), cosmetic firms regard green formulations, resource efficiency, and life-cycle assessments of their products as primary concerns when drafting sustainability blueprints
To answer the question “How do British female consumers define and measure the standards of green cosmetics?” The majority of respondents had heard of green cosmetics and had some awareness of the topic
Several respondents strongly associated green cosmetics with natural and organic cosmetics, and some respondents were inclined to the environmentally-friendly production of cosmetic products
Summary
According to Organicmonitor (2010) and Packaging Digest (2010), cosmetic firms regard green formulations, resource efficiency, and life-cycle assessments of their products as primary concerns when drafting sustainability blueprints. The cosmetics summits that centre on sustainable issues have drawn cosmetic consumers’ attention to factors such as natural ingredients and environmental packaging, as well as ethical issues. The Natural and Organic Show held by Diversified UK attracted 600 exhibitors and 7352 attendees (Yeomans 2012). The positive feedback increased industry professionals’ confidence in the growth of the green cosmetics market. The UK’s cosmetic and beauty industry is increasingly affected by the food market because people extend their awareness from what they eat to what they put on their skin to ensure a healthy lifestyle.
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