Perceptions and preferences of vegan and cruelty-free makeup in Portugal - the impact of communication, social media and labels along the concepts of vegan and cruelty-free

Abstract

Like other industries, the cosmetic industry is experiencing a shift towards more ethical products, like vegan and cruelty-free makeup. The goal of this research is to determine how Portuguese consumers perceive vegan and cruelty-free makeup brands in the market and what product attributes are crucial. This research explores how demographic factors impact consumer purchase intention. In order to do so perceptual mapping and conjoint analysis were employed. Vegan and cruelty-free makeup brands were found to not be perceived as such, suggesting that brands must increase consumer awareness. Besides, price was revealed to be the most important attribute when choosing makeup.