Exploring female consumers’ attitudes toward green cosmetics

Abstract

As consumers’ interest in green cosmetics and their desire for the presence of natural, eco-friendly ingredients in cosmetic products increase, the green cosmetics market has also grown increasingly. The aim of this study is to examine female consumers’ attitudes towards green cosmetics with a qualitative approach. Research data was collected by in- depth interview method and analysed by content analysis. Within the scope of the study, first of all, the packaging preferences of the participants in cosmetic products were examined and how the participants defined green cosmetics was investigated. Then, the themes that positively and negatively affected the participants’ attitudes towards green cosmetics were revealed. According to the study results, limited product availability, perception of high price, scepticism, and attitude-behavior gap negatively affect attitudes, while WOM [word of mouth] and social media, emotional value, health consciousness, and price-value image positively affect attitudes.

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