Exploring generation Y’s attitude and behaviour towards cruelty-free cosmetics

Peixoto, Regina Inês Leite

http://hdl.handle.net/10400.26/38579

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Authors

Peixoto, Regina Inês Leite

Advisor(s)

Santos, Fernando

Abstract(s)

This dissertation focuses on Generation Y’s attitudes and behaviours towards cruelty-free cosmetics. The main purpose of this study is to explore Generation Y’s attitude and behaviour towards cruelty-free cosmetics. The following are the research questions: (1) How do Generation Y consumers regard cruelty-free in terms of products?; (2) What attitudes Generation Y consumers do take before cruelty-free cosmetics?; and (3) What influences Gen Y consumers’ purchases of cruelty-free cosmetics? The methodology used to achieve the main purpose of this dissertation was a qualitative approach and the research methods selected were a focus group discussion with 8 participants and interviews with 12 participants. All participants are from Gen Y and frequently purchase cosmetic products. With this study was possible to understand Generation Y regards of cruelty-free cosmetics and what are the attitudes taken by this group of consumers before purchasing cruelty-free cosmetics. The findings in this study point to both barriers and motivations in Gen Y’s cruelty-free cosmetics purchases and identifies those barriers and motivations. This study can help cruelty-free cosmetic brands, cruelty-free organizations and social media pages dedicated to spreading information to create a marketing strategy surrounding cruelty-free cosmetics, targeted to Gen Y.