Publication
Exploring generation Y’s attitude and behaviour towards cruelty-free cosmetics
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Santos, Fernando | |
| dc.contributor.author | Peixoto, Regina Inês Leite | |
| dc.date.accessioned | 2022-01-04T14:51:17Z | |
| dc.date.available | 2022-01-04T14:51:17Z | |
| dc.date.issued | 2021-12-17 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 202838340 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/38579 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Generation Y | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Cosmetics | pt_PT |
| dc.subject | Cruelty-free | pt_PT |
| dc.title | Exploring generation Y’s attitude and behaviour towards cruelty-free cosmetics | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |
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