Green skincare in Finland and France: A Millennial perspective on Greenwashing
Kuitunen, Ellen (2021)
Kuitunen, Ellen
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202104225398
https://urn.fi/URN:NBN:fi:amk-202104225398
Tiivistelmä
The sustainability movement has pushed companies to adopt strategies to build up the interest and trust of their potential green consumers. Green marketing has been a largely used tool with inevitably some consequences. An increasing number of labels and terms have appeared on our products. However, misleading advertisement and lack of valuable information have created a phenomenon known as greenwashing. This has pushed consumers towards green scepticism. This study investigates green skincare in Finland and France intending to analyse the female Millennial perspective on greenwashing. The research was made on how their decision-making process works regarding skincare products and how they perceive green skincare and greenwashing. Focus groups from both countries were interviewed and through thematic analysis, it was found that cultural differences could have an impact on consumer perception about greenwashing. Finnish participants were more likely to try out new products but were more sceptical about corporate efforts. The French participants were set to stay brand loyal and purchase by habit and practicability.