For conscious beauty: the hidden reasons behind consumer preference for vegan cosmetics
DOI:
https://doi.org/10.5007/2175-8077.2024.e80384%20Keywords:
Theory of planned behavior, Veganism, Vegan cosmetics, Consumer behavior, Buy intentionAbstract
Goal: To understand vegan consumer behavior in relation to the intention to purchase cosmetics of plant origin, using the Theory of Planned Behavior (TCP).
Methodology/approach: Conducting semi-structured interviews with ten vegan women from different states in Brazil. Subsequently, conducting qualitative and descriptive research, followed by Core Meaning Analysis (ANS).
Originality/relevance: The originality of this study lies in the application of the Theory of Planned Behavior (TCP) to the specific context of vegan cosmetics purchasing behavior, filling a gap in the academic literature. Additionally, the research highlights the growing importance of veganism and sustainability in the beauty products Market.
Main findings: The results revealed the presence of the three main factors influencing vegan consumer behavior in purchasing intention: attitude, subjective norms and perceived behavioral control. These factors affect the decision to purchase vegan products.
Theoretical contributions: The theoretical contributions of this study include confirming the relevance of the TPB in understanding vegan consumer behavior, as well as identifying the predominance of attitude over subjective norms and perceived behavioral control in the intention to purchase vegan cosmetics.
Management contributions: This study contributes to company management by providing insights into how to better target marketing strategies to meet the needs and preferences of vegan consumers. By recognizing the importance of ethical, environmental and health issues associated with veganism, organizations can develop products that are more aligned with the values of this audience, thus promoting sustainability and corporate social responsibility.
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