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Publication Title | ORGANIC COSMETICS ATTITUDES AND BEHAVIORS OF COLLEGE WOMEN

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ABSTRACT
ORGANIC COSMETICS ATTITUDES AND BEHAVIORS OF COLLEGE WOMEN
by Carmen K. Annis
This two-part study explored the readiness of college women to adopt organic cosmetics behaviors. Study 1, a cross-sectional study, used the Transtheoretical Model to assess the readiness to buy and use organic cosmetics and to read cosmetics labels. Participants were 262 college women that participated in an online survey. Study 2, a mixed-methods case study, consisted of two college women involved in semi-structured interviews and cosmetics tracking. Participants in Study 1 were in Maintenance for cosmetics use (86.3%) and Precontemplation for organic cosmetics use (48.9%), purchase (49.2%), and reading cosmetics labels (32.4%). Participants in Study 2 used cosmetics daily but were unaware of the regulatory definition of cosmetics. In both studies, organic products had perceived value, however, organic cosmetics were not considered. Using organic food marketing strategies and tailoring these to organic cosmetics may be an effective approach to increase organic attitudes, awareness, and future adoption of organic cosmetics behaviors.

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