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An investigation into the extent to which a consumer’s perspectives and loyalties are impacted by cosmetic brands testing their products on animals

Cahill, Etáin (2018) An investigation into the extent to which a consumer’s perspectives and loyalties are impacted by cosmetic brands testing their products on animals. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

This topic is being studied to show how consumer’s perspectives and loyalties towards cosmetic brands can be changed. In today's society in comparison to the 90's or early 2000's there is a more significant focus on animal welfare and animal rights. Animal testing for the creation of cosmetic products can cause a cosmetic consumer to change the way they view a cosmetic brand. This study aims to investigate the extent to which a consumer’s perspectives and loyalties are changed towards a cosmetic brand conducting animal testing. Today there are alternative methods to animal testing when creating cosmetic products. However, China is a large cosmetic market that sees animal testing as the only way to test new cosmetic products. The methods of research undertaken in this thesis included both quantitative and qualitative methods. The process involved distributing email questionnaires to individuals working in the cosmetic industry who are now cruelty-free. The research involved conducting surveys with cosmetic consumers to see if and how their perspectives and loyalties have changed towards cosmetic brands testing their products on animals. The results that were gathered from the research showed that consumer's perspectives and loyalties changed towards cosmetic brands that test their products on animals. Interestingly, this study indicates that current cruelty-free cosmetic customers would be prepared to consider using cosmetics produced by other brands that aren't cruelty-free if they stopped animal testing. The corollary is that brands that comprise their cruelty-free ways to enter the Chinese market could lose their cruelty-free customers here.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > BA (Honours) in Business Studies
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 22 Oct 2018 10:30
Last Modified: 22 Oct 2018 10:30
URI: http://trap.ncirl.ie/id/eprint/3265

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