Green Recruitment
-Master Thesis-
Consumer Behaviour Analysis in Relation to CSR Activities of Cosmetics Brands
Students: Alev Selbes & Samira Mohamed Master of Science in Marketing Advisor: Karen Brunsø, Professor PhD 30.08.2010 Århus School of Business Department of Marketing and Statistics
Abstract
Corporate Social Responsibility (CSR) has become an important topic in recent years, especially within the cosmetics industry. The consumers are becoming more involved with CSR and the demand for socially responsible brands is increasing. On the other hand, cosmetics brands are implementing more and more CSR activities. This paper focuses on the CSR activities of the cosmetics brands and how they affect consumer purchase behaviour. A qualitative research has been conducted, which consisted of in-depth interviews with cosmetics consumers and an interview with Estee Lauder Companies. Consumers find CSR an important topic in the cosmetics industry and would to like to see more socially responsible cosmetics brands. They would like to be informed more about what the cosmetics brands are actually doing in terms of social responsibility. However, they would like to be persuaded in a way that the CSR activities of the cosmetics brands are really meant to improve the society and the environment, not just used as a marketing tool. When it comes to buying cosmetics brands; quality, price and ingredients are considered to be the main purchase factors by consumers. However, it can be stated that even though CSR is not considered to be a purchase factor, it does have a significant impact on the purchase decisions. When it comes to purchasing cosmetics products, the majority of the consumers are searching for products that are fragrance free and allergy tested, and that do not contain unhealthy chemical additives (in relation to the purchase factors “ingredient” and “quality”). These issues are part of the environmental responsible activities that are provided by several green cosmetics
Consumer Behaviour Analysis in Relation to CSR Activities of Cosmetics Brands
Students: Alev Selbes & Samira Mohamed Master of Science in Marketing Advisor: Karen Brunsø, Professor PhD 30.08.2010 Århus School of Business Department of Marketing and Statistics
Abstract
Corporate Social Responsibility (CSR) has become an important topic in recent years, especially within the cosmetics industry. The consumers are becoming more involved with CSR and the demand for socially responsible brands is increasing. On the other hand, cosmetics brands are implementing more and more CSR activities. This paper focuses on the CSR activities of the cosmetics brands and how they affect consumer purchase behaviour. A qualitative research has been conducted, which consisted of in-depth interviews with cosmetics consumers and an interview with Estee Lauder Companies. Consumers find CSR an important topic in the cosmetics industry and would to like to see more socially responsible cosmetics brands. They would like to be informed more about what the cosmetics brands are actually doing in terms of social responsibility. However, they would like to be persuaded in a way that the CSR activities of the cosmetics brands are really meant to improve the society and the environment, not just used as a marketing tool. When it comes to buying cosmetics brands; quality, price and ingredients are considered to be the main purchase factors by consumers. However, it can be stated that even though CSR is not considered to be a purchase factor, it does have a significant impact on the purchase decisions. When it comes to purchasing cosmetics products, the majority of the consumers are searching for products that are fragrance free and allergy tested, and that do not contain unhealthy chemical additives (in relation to the purchase factors “ingredient” and “quality”). These issues are part of the environmental responsible activities that are provided by several green cosmetics
References: Valor, C. (2008). Can Consumers Buy Responsibly? Analysis and Solutions for Market Failures. Journal of consumer policy, 31 (3), 315-326. Books Bryman, Adam (2004) Woluwedal 26 box 8 B. -1932 Sint-Stewens-Woluwe, Monday, 5 July, 2010. Reports Commission of the European Communities (COM) (2006) Organisation for Economic Co-operation and Development (OECD) (2007). CSR and Trade: Informing Consumers About Social And Environmental Conditions Of Globalised Production