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Publicação
Perceptions and preferences of vegan and cruelty-free makeup in Portugal - the impact of gender, age, education, and profession, along considerations of animal testing and conjoint analysis
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Marketing research Perceptual map Conjoint analysis Makeup Vegan Cruelty-free Portugal