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Does knowledge about ecolabels influence purchasing behavior of natural cosmetics user depending on demographic factors?

  • 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.

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Author:Alexandra Gleyzer
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/02/28
Release Date:2021/03/03
Tag:Consumer behavior; Ecolabel; Environmentally friendly behavior; Natural cosmetics; Purchasing behavior
Page Number:103
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt