Eco-Friendly practices in the beauty industry and their impact on consumer attitudes and purchasing behavior : a case study of Lumene
Gainetdinova, Diana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121737810
https://urn.fi/URN:NBN:fi:amk-2025121737810
Tiivistelmä
Using Lumene brand as an example, this thesis investigates how environmental friendliness and sustainable practices in the cosmetics business affect consumer perceptions and purchase behavior. The aim was to determine how eco-practices affect brand perception and product selection. A mixed method was used for the detailed study: a questionnaire for actual consumers and data analysis.
The results showed that even though interest in environmental friendliness and sustainable practices is growing every year, the key factors in choosing cosmetics remain mainly price and quality, while environmental factors do not play a priority role in the choice. There are also barriers to purchasing eco-friendly products, such as higher prices or a lack of trust in both the product itself and the brand, which means that a significant number of people consider the inclusion of eco-friendly practices in their products to be a marketing strategy.
This work highlights possible areas for further study of the topic and building consumer trust, identifying barriers to purchasing eco-friendly products.
The results showed that even though interest in environmental friendliness and sustainable practices is growing every year, the key factors in choosing cosmetics remain mainly price and quality, while environmental factors do not play a priority role in the choice. There are also barriers to purchasing eco-friendly products, such as higher prices or a lack of trust in both the product itself and the brand, which means that a significant number of people consider the inclusion of eco-friendly practices in their products to be a marketing strategy.
This work highlights possible areas for further study of the topic and building consumer trust, identifying barriers to purchasing eco-friendly products.