TY  - THES
U1  - Bachelor Thesis
A1  - Gleyzer, Alexandra
T1  - Does knowledge about ecolabels influence purchasing behavior of natural cosmetics user depending on demographic factors?
N2  - Recent years have shown a shift in consumer demand in favor of environmentally and consumer-friendly products. These dynamics can be observed in the market through the rapid growth of the natural cosmetics segment. To highlight the ecological products, producers increasingly use ecolabels. The objective is to facilitate vertical product differentiation and to attract the environmentally aware consumer. This research aims at analyzing whether the natural cosmetics user is aware of the implications of the different ecolabels and whether the knowledge depends on demographical factors. The overall result indicates that the consumer possesses a superficial knowledge about ecolabels, which is not correlated to the purchasing behavior or demographic factors. The profusion of ecolabels hinders consumers from taking advantage of the information provided by the ecolabels. In the future, efforts should be made to improve the knowledge of the consumer, which will boost purchasing behavior.
KW  - Ecolabel
KW  - Natural cosmetics
KW  - Consumer behavior
KW  - Purchasing behavior
KW  - Environmentally friendly behavior
Y2  - 2021
SP  - 103
S1  - 103
ER  -