Consumption of Eco-Cosmetics in the Perspective of Environmental Protection and Sustainability

Polgár Lechner Olga (2024) Consumption of Eco-Cosmetics in the Perspective of Environmental Protection and Sustainability. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Current trends suggest that more and more companies are starting to prioritise their environmental responsibility. Many brands are using greenwashing techniques to mislead customers. This means that brands present themselves as environmentally friendly but they are not. The initial problem for my research is that it is extremely challenging for consumers to constantly monitor all brands and companies and to check the claims and advertisements they make. Consumers can easily be misled by the impressions conveyed by packaging and by the intensive marketing communications of manufacturers. My research is based on the presentation of a theoretical framework that focuses on the reduction of environmental pollution that can be achieved through the production of products that consumers prefer. My aim is to formulate proposals to make the beauty industry more environmentally conscious. The focus of the research is on cosmetic products used by people, including creams, serums and make-up products. The research methodology draws on primary and secondary sources. My hypothesis is that consumers are increasingly favouring environmentally friendly products in this general trend. I analyse consumer decision making and its background, as well as the preference for environmentally friendly or average products. My research also examines why this trend has emerged and why it has become particularly important now. The results of the primary research and the hypothesis analysis provide a number of conclusions about consumer habits, motivations and attitudes. The results of the primary research and the hypothesis analysis provide a number of conclusions on consumer habits, motivations and attitudes. The vast majority of the research participants were women, which may suggest that interest in eco-conscious cosmetic products is higher among women, probably due to their greater concern for the environment and their health. The Likert scale scores indicate that sustainability and environmental protection as well as health-conscious lifestyles are of high importance to the respondents. The high popularity of face and body care products suggests that the high importance that respondents place on caring for their face and body may also be an indication of the importance of personal hygiene, hydration and general skin care among them. In terms of spending, it can be concluded that the majority of respondents spend on cosmetic products in the medium price range, with a minority preferring lower and an even smaller proportion preferring products in the high price range. The fact that the averages are medium as regards the reliability of eco-conscious cosmetics suggests that there is still uncertainty in the product range. Consumers prefer products that they perceive as credible and reliable, so manufacturers need to make a strong effort in marketing communication to increase consumer trust. The average scores were particularly high for the environmental aspects of buying eco-conscious cosmetics. This also means that consumers are more aware of environmental issues and are willing to take steps to promote sustainability. The availability of eco-conscious cosmetics was considered neither good nor bad by respondents, but their price sensitivity was reflected in several questions. This clearly demonstrates that product pricing is still an important factor in consumer decisions and that businesses should develop a pricing strategy that allows wider access to eco-friendly products. My secondary and primary research and resource gathering captured a lot of relevant information. A relevant finding for this research was that the marketing communication of eco-conscious cosmetics should be approached from the perspective of the organic marketing mix, as there are significant differences compared to the classical 4Ps. Product design in eco-marketing already focuses on the full life cycle of environmental impacts, including post-use recycling options, and there is a clear preference for low environmental impact materials and energy efficient manufacturing processes. Pricing principles in eco-marketing are similar to those in traditional marketing, but the cost of environmental measures can affect the price of the product. Environmentally conscious consumer demands and eco-efficient solutions are also important factors in pricing. Based on all this, I believe that I have succeeded in making relevant and forward-looking suggestions for the marketing communication strategy of companies producing eco-conscious cosmetics. I proposed to build their communications on five pillars, namely consumer attitudes and motivations, education, sustainability, non-animal testing and organic certification. Based on consumer preferences, the use of digital marketing tools was proposed, including online media and related PR activities, social media and influencer communication, a dedicated website with associated blog and email marketing, and CSR. The focus of the platforms' operation should be on the elements of message architecture, which have been formulated along the lines of quality and efficiency, sustainability and environmental protection, awareness and education, transparency, price and accessibility. In the course of my thesis, I have achieved my research objectives and I am confident that my work is capable of contributing to the development of marketing communications for eco-conscious businesses and their successful implementation.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, communication, CSR, environment, market, marketing, production, public relations, sustainability
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:06
Utolsó módosítás:	2024. Júl. 15. 10:06

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