Effect of Eco-friendliness on Purchase Decision of Cosmetic Products
Keränen, Emmi (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120826795
https://urn.fi/URN:NBN:fi:amk-2020120826795
Tiivistelmä
Climate change is a significant threat to our planet and consumers are ready to take action to decrease the
effect of it. Many consumers have chosen to change their consuming habits to a more sustainable direction.
This change is clearly noticeable in the consumer trends of recent years. The purpose of this thesis is to find
out how eco-friendliness affects the purchase decision of cosmetic products among the students of Kajaani
University of Applied Sciences (KUAS).
Cosmetics form a big market, as they are used to some extent by almost everyone. Companies have developed eco-friendly cosmetic products to respond to the eco-conscious consumers’ demand for greener
goods. Cosmetics related purchase decisions are made relatively frequently and there are several factors
that affect the buyer behavior. This research explores the importance of eco-friendliness as one of those
factors.
The empirical research was carried out in a quantitative method. The data was collected with an online
survey that was distributed to the sample group of KUAS bachelor’s degree students. The collected data
was further analyzed in Excel to be able to draw conclusions.
The findings of the research suggest that the students do have a positive attitude towards eco-friendliness.
However, eco-friendliness is not the most important factor affecting the purchase decision. Almost half of
the respondents estimate that their consuming habits will become more sustainable in the future.
This research studied only the consumer behavior of KUAS bachelor’s degree students. A similar research
could be carried out with a wider sample group, as there may be regional differences. Also, a similar research about consumers who are already in working life, could give insights into the students’ estimations
about their future consuming habits
effect of it. Many consumers have chosen to change their consuming habits to a more sustainable direction.
This change is clearly noticeable in the consumer trends of recent years. The purpose of this thesis is to find
out how eco-friendliness affects the purchase decision of cosmetic products among the students of Kajaani
University of Applied Sciences (KUAS).
Cosmetics form a big market, as they are used to some extent by almost everyone. Companies have developed eco-friendly cosmetic products to respond to the eco-conscious consumers’ demand for greener
goods. Cosmetics related purchase decisions are made relatively frequently and there are several factors
that affect the buyer behavior. This research explores the importance of eco-friendliness as one of those
factors.
The empirical research was carried out in a quantitative method. The data was collected with an online
survey that was distributed to the sample group of KUAS bachelor’s degree students. The collected data
was further analyzed in Excel to be able to draw conclusions.
The findings of the research suggest that the students do have a positive attitude towards eco-friendliness.
However, eco-friendliness is not the most important factor affecting the purchase decision. Almost half of
the respondents estimate that their consuming habits will become more sustainable in the future.
This research studied only the consumer behavior of KUAS bachelor’s degree students. A similar research
could be carried out with a wider sample group, as there may be regional differences. Also, a similar research about consumers who are already in working life, could give insights into the students’ estimations
about their future consuming habits