Exploring generation Y’s attitude and behaviour towards cruelty-free cosmetics

• Autor(a) principal: Peixoto, Regina Inês Leite
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/38579
• topic: Generation Y; Consumer behaviour; Cosmetics; Cruelty-free; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation focuses on Generation Y’s attitudes and behaviours towards cruelty-free cosmetics. The main purpose of this study is to explore Generation Y’s attitude and behaviour towards cruelty-free cosmetics. The following are the research questions: (1) How do Generation Y consumers regard cruelty-free in terms of products?; (2) What attitudes Generation Y consumers do take before cruelty-free cosmetics?; and (3) What influences Gen Y consumers’ purchases of cruelty-free cosmetics? The methodology used to achieve the main purpose of this dissertation was a qualitative approach and the research methods selected were a focus group discussion with 8 participants and interviews with 12 participants. All participants are from Gen Y and frequently purchase cosmetic products. With this study was possible to understand Generation Y regards of cruelty-free cosmetics and what are the attitudes taken by this group of consumers before purchasing cruelty-free cosmetics. The findings in this study point to both barriers and motivations in Gen Y’s cruelty-free cosmetics purchases and identifies those barriers and motivations. This study can help cruelty-free cosmetic brands, cruelty-free organizations and social media pages dedicated to spreading information to create a marketing strategy surrounding cruelty-free cosmetics, targeted to Gen Y.