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Ethical consumption and brand detachment in the cosmetic sector: a study of Italian consumers- perception
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In the past decade, the cosmetic market has become the focus of attention for its practices not always deemed ethical and sustainable. Indeed, this research aims at investigating the role of Italian consumers’ ethical behavior on brand detachment in the cosmetic sector, focusing on brands using chemical ingredients and testing on animals. Such relationships were further examined with the introduction of brand attitude as a moderator. A quantitative analysis has been adopted to test the hypotheses and an online questionnaire has been distributed, through which 310 Italian consumers were surveyed. The findings highlighted the influence of ethical consumer behavior on brand detachment, thus implying the impending need for cosmetic companies to consider their environmental and social impact, as this could accordingly affect consumer attachment to the brand. Still ,no significant interaction effect has been identified when including brand attitude in the correlation.
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Directed research Consumer behavior Ethical consumerism Cruelty-free Green consumerism