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Publication Title | An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market

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administrative sciences
An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market
Yifeng Lin 1,2, Shaohua Yang 3,* , Haniruzila Hanifah 3 and Qaisar Iqbal 4
1 2 3 4
* Correspondence:; Tel.: +60-199-488-143
Received: 11 September 2018; Accepted: 16 November 2018; Published: 19 November 2018
Business School, Newcastle University, Newcastle upon Tyne NE1 7RU, UK; School of Innovation and Entrepreneurship, Yango University, Fuzhou 350015, China
Graduate School of Business, Universiti Sains Malaysia, Penang 11800, Malaysia; School of Management, Universiti Sains Malaysia, Penang 11800, Malaysia;
Abstract: People’s health awareness has extended from the food industry to the personal beauty industry. Consumers have increased their interest in natural ingredients, sustainable packaging, and other green elements of cosmetics. This research explores consumer attitudes toward green cosmetics. Data were collected through qualitative research instruments (focus groups) since the research aimed to discover in-depth consumer attitudes and feelings. There were 30 British females who agreed to be respondents in five focus groups. They were divided into five focus groups. The key findings of this research were the prevailing neutral attitudes toward green cosmetics due to the lack of knowledge and confusing market standards. The majority of respondents viewed price and performance as the most important factors when choosing cosmetics instead of green elements. However, given the growing awareness of natural and organic ingredients and green production, most respondents admitted the potential change of present neutral attitudes to be more supportive in the future. Green cosmetics is a new trend in the personal beauty industry. This study ascertains the consumer attitudes toward green cosmetics and calls for clearer green standards and regulations in the industry as well as advanced biotechnology to extract natural ingredients.
Keywords: consumer attitudes; green cosmetics; affective cognitive components
1. Introduction
According to Organicmonitor (2010) and Packaging Digest (2010), cosmetic firms regard green formulations, resource efficiency, and life-cycle assessments of their products as primary concerns when drafting sustainability blueprints. The cosmetics summits that centre on sustainable issues have drawn cosmetic consumers’ attention to factors such as natural ingredients and environmental packaging, as well as ethical issues. Despite the economic challenges, the Natural and Organic Show held by Diversified UK attracted 600 exhibitors and 7352 attendees (Yeomans 2012). The positive feedback increased industry professionals’ confidence in the growth of the green cosmetics market. The UK’s cosmetic and beauty industry is increasingly affected by the food market because people extend their awareness from what they eat to what they put on their skin to ensure a healthy lifestyle. Mintel (2009) indicated that just over four out of ten (41%) British females frequently check the label on the packaging about ingredients of the cosmetics they use. The common concern concentrates on potential risks of harmful chemicals to human health and the possibility of skin irritation. Powerful chemicals might pollute the environment. Influenced by the health trend, a growing number of consumers demand healthier cosmetics that will be gentle on the skin and minimise the harm to the environment. Empirical evidence suggests that more consumers in Europe are becoming more environmentally responsible in terms of their habits and lifestyles (Stone et al. 1995). Minte’s (2018) investigation showed that
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Adm. Sci. 2018, 8, 71; doi:10.3390/admsci8040071

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