Social Influence and Consumer Behavior: Millennials and X Generation’s Purchase Intention Towards Green Cosmetics / Fanny MARCO / 2019

Titre : Social Influence and Consumer Behavior: Millennials and X Generation’s Purchase Intention Towards Green Cosmetics Type de document : Mémoire Auteurs : Fanny MARCO, Auteur Année de publication : 2019 Importance : 22 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CLASSE D'AGE ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING ENVIRONNEMENTAL ; LABEL DE QUALITE Résumé : Today, concerns about what we put in and, on our body, has grown and more and more brand are developing new range of product with natural ingredients. In the cosmetic industry we can see famous brand as Clarins or more recently Sephora developing new product made of natural ingredients. These news range are “surtout” targeting the Millennial generation. In this paper I wanted to determine if the age influence the purchase intention towards natural ingredient cosmetic product and understand what the motivation to this purchase are. Moreover, I note that green claimed products are criticized because of the lack of certification and I wanted to understand the impact of a certification on a product and limits of this certification. This research is based on data collected from 102 women from Millennials and X Generation and analyzed by a T test. We found out that Millennials have a stronger purchase intention towards green cosmetics than women from the X Generation. However, motivations driving this intention are difficult to define clearly. Finally, labeling might help to convict more women from the X Generation to purchase green cosmetics but the difficulties to understand what the real meaning of this study is could be a limit. Future research should consider the exposition to information through social media in order to find if the impact of social media content suggested for both generations is important in the purchase intention towards green cosmetics. Note de contenu : Bibliographie p. 18-21 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494635