University of Twente Student Theses
Ethical consumerism in the Cosmetics Industry : measuring how important sustainability is to The female consumer : using conjoint analysis to measure the utility given to sustainability attributes of cosmetic packaging as a function of consumer’s sustainability engagement level
Caruana, Petra (2020) Ethical consumerism in the Cosmetics Industry : measuring how important sustainability is to The female consumer : using conjoint analysis to measure the utility given to sustainability attributes of cosmetic packaging as a function of consumer’s sustainability engagement level.
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| Abstract: | Previous research on the relationship between consumer sustainability consciousness and purchasing choices in favour of sustainably packaged makeup products is mixed. This study uses online Conjoint Analysis and an environmental sustainability consciousness questionnaire to measure the extent that environmental sustainability consciousness predicts the relative importance female consumers attribute to sustainably packaged eyeshadow palettes. A fake eyeshadow product, Aurora Gold, is used to simulate a market study without alerting the participants to the true intention of measuring sustainability consciousness. The results confirm that women’s environmental sustainability consciousness does predict the utility women derive from sustainable makeup packaging and therefore women’s purchasing choice. However, this relationship is limited in that the environmental sustainability consciousness factor only explains 7.2% of the relative importance given to sustainable packaging. A high proportion of favourite makeup brands indicated do not offer sustainably packaged eyeshadow palette alternatives and post-survey interviews highlight a sense of consumer helplessness in increasing sustainable product consumption. This may indicate a consumer demand for market changes that they believe should be led by cosmetic producers, and the expectation of government authority action in improving the availability of sustainable alternatives. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/81616 |
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