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Adm. Sci. 2018, 8(4), 71;

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

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
Author to whom correspondence should be addressed.
Received: 11 September 2018 / Revised: 6 November 2018 / Accepted: 16 November 2018 / Published: 19 November 2018
PDF [270 KB, uploaded 27 November 2018]


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. View Full-Text
Keywords: consumer attitudes; green cosmetics; affective cognitive components consumer attitudes; green cosmetics; affective cognitive components
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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Lin, Y.; Yang, S.; Hanifah, H.; Iqbal, Q. An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market. Adm. Sci. 2018, 8, 71.

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