How Cosmetics Companies Can Improve the Credibility of Green Marketing - A Consumer Perspective
Mäkiä, Emma (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105178929
https://urn.fi/URN:NBN:fi:amk-202105178929
Tiivistelmä
This thesis was conducted to provide information for consumers and cosmetic companies about the credibility and improvement of green marketing in the cosmetics industry. Another objective was to give guidance for consumers who use color cosmetics on how to identify greenwashing companies from authentically sustainable cosmetics brands.
The theoretical framework of the thesis consists of three separate perspectives that influence the creation of green cosmetics claims. The company perspective focuses on different marketing practices, such as the 5 I’s of Green Marketing. The consumer perspective aims to understand the mindset of consumers. The governing body perspective consists of different legislations and standards related to cosmetics marketing.
The empirical segment of the thesis was gathered from primary and secondary data that was obtained through an online survey and secondary data research. The online survey was quantitative with open-ended questions making it a mixed-mode survey. The secondary data was obtained from company websites, social media accounts, and product packages.
The results indicated that cosmetics companies could improve the credibility of green marketing by creating green claims that are truthful, clear, and specific. Companies should also be transparent about their operations and be certified by a responsible third party. Visual suggestions were associated with greenwashing; therefore, the focus should be on verbal marketing.
The results of this thesis could be utilized by cosmetics companies that are involved with sustainability. Additionally, the thesis can be helpful for consumers that are struggling to identify greenwashing from green marketing.
The theoretical framework of the thesis consists of three separate perspectives that influence the creation of green cosmetics claims. The company perspective focuses on different marketing practices, such as the 5 I’s of Green Marketing. The consumer perspective aims to understand the mindset of consumers. The governing body perspective consists of different legislations and standards related to cosmetics marketing.
The empirical segment of the thesis was gathered from primary and secondary data that was obtained through an online survey and secondary data research. The online survey was quantitative with open-ended questions making it a mixed-mode survey. The secondary data was obtained from company websites, social media accounts, and product packages.
The results indicated that cosmetics companies could improve the credibility of green marketing by creating green claims that are truthful, clear, and specific. Companies should also be transparent about their operations and be certified by a responsible third party. Visual suggestions were associated with greenwashing; therefore, the focus should be on verbal marketing.
The results of this thesis could be utilized by cosmetics companies that are involved with sustainability. Additionally, the thesis can be helpful for consumers that are struggling to identify greenwashing from green marketing.