The Factors Influencing Consumer Purchasing Behavior In Green Cosmetics / Théoxane MARCEL / 2024

Titre : The Factors Influencing Consumer Purchasing Behavior In Green Cosmetics Type de document : Mémoire Auteurs : Théoxane MARCEL, Auteur Année de publication : 2024 Importance : 59 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 COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE ; ETUDE DE MARCHE ; MARKETING MIX ; FIXATION DES PRIX Résumé : The global cosmetics industry is witnessing a paradigm shift towards sustainability, with consumers increasingly prioritizing eco-friendly and ethically sourced products. This study explores the multifaceted dynamics of consumer behavior in the green cosmetics market, drawing insights from a diverse dataset comprising 78 respondents within 16 different countries. Through a comprehensive analysis, the study reveals significant influences on consumer purchasing decisions, including awareness and marketing mix such as product-related factors, pricing perceptions, convenience considerations, and attitudes towards advertising. Countries and demographic factors such as gender and age shape the global awareness exhibiting nuanced impacts on consumer behavior, necessitating tailored marketing strategies to accommodate diverse preferences. Furthermore, the findings underscore the importance of ingredient transparency, organic and natural ingredients, and ethical sourcing practices in shaping consumer preferences for green cosmetics. Moreover, pricing emerges as a critical determinant of purchasing behavior, with consumers emphasizing affordability alongside sustainability. Convenience also plays a pivotal role, with consumers prioritizing ease of access and purchasing simplicity when choosing green cosmetic products. However, challenges persist in advertising effectiveness, with skepticism towards current efforts highlighting the need for more authentic messaging and consumer education. Overall, this research provides valuable insights for brands seeking to capitalize on the growing demand for eco-friendly cosmetics products and foster sustainable consumption patterns in the cosmetics industry. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=604799