Perception of Natural Cosmetics Among Central European Consumers

• Authors: Vit Hinčica , Hana Řezanková , Klaudia Macias , Marie Schulzová

Abstracts

EN

This paper aims to analyse consumers’ perceptions and attitudes towards natural cosmetic products from three Central European countries. In this study, we employed quantitative surveys on samples of 230 Czech, 175 Slovak, and 325 Polish respondents. Based on the obtained data, we investigate whether and how the respondents’ country impacts how they formulate their statements regarding the features of natural cosmetics. For each country separately, we study the dependencies of respondents’ opinions and statements on their sociodemographic profile. The results of the research show statistically significant differences in the respondents’ answers to all substantive questions depending on their country of origin. Four findings are worth highlighting: first, respondents from all three countries prefer natural cosmetics over conventional ones mainly for health and environmental reasons. Second, the frequency of buying natural cosmetics is influenced by some sociodemographic factors, although this varies in all three countries. Third, respondents who buy natural cosmetics more often are also more likely to indicate them as products of higher quality than conventional cosmetics. Lastly, the declared composition of the product is the prevailing decision criterion for consumers when selecting natural cosmetic products.

Keywords

EN

natural cosmetics; perception; consumers; behaviour; Central Europe

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Central European Economic Journal
• Year: 2023
• Volume: 11
• Issue: 58
• Pages: 233-251

Dates

published

2024

Contributors

author

Vit Hinčica

• Prague University of Economics and Business

author

Hana Řezanková

• Prague University of Economics and Business

author

Klaudia Macias

• Uniwersytet Warszawski

author

Marie Schulzová

• Prague University of Economics and Business

References

• Ali, T., & Ali, J. (2020). Factors Affecting the Consumers’ Willingness to Pay for Health and Wellness Food Products. Journal of Agriculture and Food Research, 2, 100076. https://doi.org/10.1016/j.jafr.2020.100076.
• Altinbasak-Farina, I., & Guleryuz-Turkel, G. (2019). Profiling Green Consumers in an Emerging Country Context. In K. T. Caliyurt (Ed.), Ethics, Social Responsibility and Sustainability in Marketing. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application (pp. 193–214). Singapore: Springer. https://doi.org/10.1007/978-981-13-7924-6_11.
• Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. Resources, 8(3), 137. https://dx.doi.org/10.3390/resources8030137.
• Balanzá-Martínez, V., Kapczinski, F., Cardoso, T. de A., Atienza-Carbonell, B., Rosa, A.R., Mota, J. C., & De Boni, R. B. (2020). The Assessment of Lifestyle Changes During the COVID-19 Pandemic Using a Multidimensional Scale. Revista de Psiquiatría y Salud Mental, 14(1), 16–26. https://dx.doi.org/10.1016/j.rpsm.2020.07.003.
• Barros, C., & Barros, R. B. G. (2020). Natural and Organic Cosmetics: Definition and Concepts. Preprints. https://dx.doi.org/10.20944/preprints202005.0374.v2.
• Bezerra, K. G. O., Rufino, R. D., Luna, J. M., & Sarubbo, L. A. (2018). Saponins and Microbial Biosurfactants: Potential Raw Materials for the Formulation of Cosmetics. Biotechnology Progress, 34(6), 1482–1493. https://dx.doi.org/10.1002/btpr.2682.
• Bin Ridzuan, A. R., Karim, R. A., Marmaya, N. H., Razak, N. A., Khalid, N. K. N., & Yusof, K. N. M. (2018). Public Awareness Towards Healthy Lifestyle. International Journal of Academic Research in Business and Social Sciences, 8(10), 927–936. https://dx.doi.org/10.6007/IJARBSS/v8-i10/4790.
• Bochner, K. (2017). Badanie Firmy Mands Dla „Wiadomości Kosmetycznych”! Konsumenci Są Gotowi Płacić Więcej Za Kosmetyki Z Certyfikatem Naturalności. www.wiadomoscikosmetyczne.pl/dzial/3575-konsument-i-trendy/artykuly/badanie-firmy-mands-dla-wiadomosci-kosmetycznych-k,42403.
• Centrum Badania Opinii Społecznej (Centre for Public Opinion Research) (CBOS). (2018). Polacy wobec zmian klimatu (Communication from the CBOS research survey, No. 158/2018), CBOS. https://www.cbos.pl/SPISKOM.POL/2018/K_158_18.PDF.
• Dimitrova, V., Kaneva, M., & Gallucci, T. (2009). Customer Knowledge Management in the Natural Cosmetics Industry. Industrial Management & Data Systems, 109(9), 1155–1165. https://doi.org/10.1108/02635570911002243.
• Emekci, S. (2019). Green Consumption Behaviours of Consumers Within the Scope of TPB. Journal of Consumer Marketing, 36(3), 410–417. https://doi.org/10.1108/JCM-05-2018-2694.
• Ergin, E. A., & Ozsacmaci, B. (2011). Turkish Consumers Perceptions and Consumption of Organic Foods. African Journal of Business Management, 5(3), 910–914.
• Ersoy, N. F., Yolal, M., & Batmaz, B. (2015). Cosmetic Consumption of Metropolitan Males an a Developing Country. Studia Universitatis Babes-Bolyai, Negotia, 60(3), 5–22.
• Evensen, D., Whitmarsh, L., Bartie, P., Devine-Wright, P., Dickie, J., Varley, A., Ryder, S., & Mayer, A. (2021). Effect of “Finite Pool of Worry” and COVID-19 on UK Climate Change Perceptions. Proceedings of the National Academy of Sciences, 118(3). https://dx.doi.org/10.1073/pnas.2018936118.
• FAO and UNEP. (2021). Global Assessment Of Soil Pollution: Report. Rome: FAO. https://dx.doi.org/10.4060/cb4894en.
• Fonseca-Santos, B., Corrêa, M. A., & Chorilli, M. (2015). Sustainability, Natural and Organic Cosmetics: Consumer, Products, Efficacy, Toxicological and Regulatory Considerations. Brazilian Journal of Pharmaceutical Sciences, 51(1), 17–26. https://doi.org/10.1590/S1984-82502015000100002.
• Fourati-Jamoussi, F. (2015). E-reputation: A Case Study of Organic Cosmetics in Social Media. 2015 6th International Conference on Information Systems and Economic Intelligence (SIIE), 125–132. https://doi.org/10.1109/ISEI.2015.7358734.
• Franca, C. C. V., & Ueno, H. M. (2020). Green Cosmetics: Perspectives and Challenges in the Context of Green Chemistry. Desenvolvimento e Meio Ambiente, 53(Jan/Jun 2020), 133–150. https://dx.doi.org/10.5380/dma.v53i0.62322.
• Frith, K. (2014). Globalizing Beauty: A Cultural History of the Beauty Industry. International Conference Association’s Annual Conference, 1–33. Washington: ICA. https://www.researchgate.net/publication/273633133_Globalizing_Beauty_A_Cultural_History_of_the_Beauty_Industry.
• GfK Polonia. (2021). IX Cosmetic Industry Forum. https://www.wiadomoscikosmetyczne.pl/artykuly/szymon-mordasiewicz-gfk-polonia-segment-kosmetykow,68114.
• Grand View Research. (2020). Market Analysis Report: Men’s Personal Care Market Size Report, 2022–2030. https://www.grandviewresearch.com/industry-analysis/mens-personal-care-market.
• Harja, E., & Ţimiraş L. C. (2014). Particularities of Consumer Behavior in the Cosmetics Market. Studies and Scientific Researches. Economics Edition, (20), 188–195. https://dx.doi.org/10.29358/sceco.v0i20.272.
• Jones, G. (2006). Globalizing the Beauty Business Before 1980 (Working Paper, No. 06-056). Harvard Business School. https://www.hbs.edu/ris/Publication%20Files/06-056.pdf.
• Kaliyadan, F., Al Dhafiri, M., & Aatif, M. (2021). Attitudes Toward Organic Cosmetics: A Cross-Sectional Population-Based Survey from The Middle East. Journal of Cosmetic Dermatology, 20(8), 2552–2555. https://dx.doi.org/10.1111/jocd.13909.
• Kantor, A., & Hübner, R. (2019). Women’s Behaviour on the Market of Natural Cosmetics. Studia Ekonomiczne, 379, 72–95.
• Kapogianni, M. (2015). Attitudes and Intention Toward Organic Cosmetics in Greece: An Exploratory Study. International Hellenic University, Greece. https://repository.ihu.edu.gr//xmlui/handle/11544/331.
• Kemp, S. (2021). Digital 2021: Global Overview Report. www.datareportal.com/reports/digital-2021-global-overview-report.
• Kim, S., & Seock, Y.-K. (2009). Impacts of Health and Environmental Consciousness on Young Female Consumers’ Attitude Towards and Purchase of Natural Beauty Products. International Journal of Consumer Studies, 33(6), 627–638. https://doi.org/10.1111/j.1470-6431.2009.00817.x.
• Kulli, A., Grzywińska-Rąpca, M., Duarte, N., Goci, E., & Pereira, C. (2023). Consumption Behaviour Towards the Circular Economy. Central European Economic Journal, 10(57), 323–342. https://doi.org/10.2478/ceej-2023-0019.
• Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing Behaviour for Environmentally Sustainable Products: A Conceptual Framework And Empirical Study. Journal of Retailing and Consumer Services, 34, 1–9. https://doi.org/10.1016/j.jretconser.2016.09.004.
• Lampert, M., Metaal, S., Liu, S., & Gambarin, L. (2019). Global Rise in Environmental Concern: World Population Waking Up to the Ecological Crisis. Glocalities. http://www.courthousenews.com/wp-content/uploads/2019/08/ClimateChangeGlocalities.pdf.
• Lawton, K., Cherrier, V., Grebot, B., Zglobisz, N., Esparrago, J., Ganzleben, C., Kallay, T., & Farmer, A. (2014). Contribution of Industry to Pollutant Emissions to Air and Water (Report for the European Commission). Luxembourg: Publications Office of the European Union. https://dx.doi.org/10.2779/25422.
• Lee, K., Conklin, M., Cranage, D. A., & Lee, S. (2014). The Role of Perceived Corporate Social Responsibility on Providing Healthful Foods and Nutrition Information with Health-Consciousness As a Moderator. International Journal of Hospitality Management, 37, 29–37. https://doi.org/10.1016/j.ijhm.2013.10.005.
• Loebnitz, N., & Aschemann-Witzel, J. (2016). Communicating Organic Food Quality in China: Consumer Perceptions of Organic Products and the Effect of Environmental Value Priming. Food Quality and Preference, 50, 102–108. https://dx.doi.org/10.1016/j.foodqual.2016.02.003.
• Marangon, F., Tempesta, T., Troiano, S., & Vecchiato, D. (2015). Sustainable Agriculture and No-Food Production: An Empirical Investigation on Organic Cosmetics. Rivista di Studi sulla Sostenibilita, (1), 63–77. https://dx.doi.org/10.3280/RISS2015-001005.
• Market Research Future (2021). Natural and Organic Cosmetics Market Size, Share, Segmentation by Type (Skin Care, Hair Care, Oral Care, Makeup Cosmetics and Others), by Consumer Group (Male and Female), by Distribution Channel (Store-Based and Non-Store Based) - Global Forecast till 2027. https://www.marketresearchfuture.com/reports/natural-organic-cosmetics-market-7257.
• Matić, M., & Puh, B. (2016). Consumers’ Purchase Intentions Towards Natural Cosmetics. Ekonomski vjesnik/Econviews-Review of Contemporary Business, Entrepreneurship and Economic Issues, 29(1), 53–64. https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3689.
• Muhammad, S., Fathelrahman, E., & Ullah, R. U. T. (2015). Factors Affecting Consumers’ Willingness To Pay for Certified Organic Food Products in United Arab Emirates. Journal of Food Distribution Research, 46(1), 37–45. https://dx.doi.org/10.22004/ag.econ.199045.
• Naturativ (2018). Slow Life in Poland 2018 (Report). Naturativ. https://www.naturativ.pl/raportslow/.
• Nguyen, P. N. D., Nguyen, V. T., & Vo, N. N. T. (2019). Key Determinants of Repurchase Intention Toward Organic Cosmetics. The Journal of Asian Finance, Economics, and Business, 6(3), 205–214. https://doi.org/10.13106/jafeb.2019.vol6.no3.205.
• Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-Environmental Purchase Behaviour: The Role of Consumers’ Biospheric Values. Journal of Retailing and Consumer Services, 33, 98–108. https://doi.org/10.1016/j.jretconser.2016.08.01.
• Nicosia, F. (1966). Consumer Decision Processes: Marketing and Advertising Implications. Englewood Cliffs, NJ: Prentice-Hall.
• Possamai, F., Jelidi, S., Santos, B., Pereira, O. R., Cabo, P., & Sousa, M. J. (2021). Consumers Behavior and Perceptions Regarding Natural Cosmetic Products. 1st Natural Products Application: Health, Cosmetic and Food. https://bibliotecadigital.ipb.pt/handle/10198/23461
• Roberts, R. (2022). 2022 Beauty Industry Trends & Cosmetics Marketing: Statistics and Strategies for Your Ecommerce Growth. www.commonthreadco.com/blogs/coachs-corner/beauty-industry-cosmetics-marketing-ecommerce.
• Růžičková, L. (2020). Analysis of Purchasing Behaviour on the Natural Cosmetics Market. [Bachelor’s thesis, Technical University of Ostrava]. DSpace VŠB-TUO. http://hdl.handle.net/10084/141967.
• Sadiq, M., Adil, M., & Paul, J. (2021). An Innovation Resistance Theory Perspective on Purchase of Eco-Friendly Cosmetics. Journal of Retailing and Consumer Services, 59, 102369. https://doi.org/10.1016/j.jretconser.2020.102369.
• Sánchez-Bravo, P., Chambers, E., Noguera-Artiaga, L., Sendra, E., Chambers, E., & Carbonell-Barrachina, Á. A. (2021). Consumer Understanding of Sustainability Concept in Agricultural Products. Food Quality and Preference, 89, 104136. https://dx.doi.org/10.1016/j.foodqual.2020.104136.
• Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The Link Between Green Purchasing Decisions and Measures of Environmental Consciousness. European Journal of Marketing, 30(5), 35–55.
• Severo, E. A., de Guimarães, J. C. F., & Dellarmelin, M. L. (2021). Impact of The COVID-19 Pandemic on Environmental Awareness, Sustainable Consumption and Social Responsibility: Evidence from Generations in Brazil and Portugal. Journal of Cleaner Production, 286. 124947. https://dx.doi.org/10.1016/j.jclepro.2020.124947.
• Shimul, A. S., Cheah, I., & Khan, B. B. (2022). Investigating Female Shoppers’ Attitude and Purchase Intention Toward Green Cosmetics in South Africa. Journal of Global Marketing, 35(1), 37–56. https://doi.org/10.1080/08911762.2021.1934770.
• Sivapalan, A., von der Heidt, T., Scherrer, P., & Sorwar, G. (2021). A Consumer Values-Based Approach to Enhancing Green Consumption. Sustainable Production and Consumption, 28, 699–715. https://doi.org/10.1016/j.spc.2021.06.013.
• Statista (2022). Statista Market Forecast. https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/natural-cosmetics/united-states?currency=usd.
• Statista Research Department. 2022. Global Market Value for Natural and Organic Cosmetics and Personal Care from 2018 to 2027. https://www.statista.com/statistics/673641/global-market-value-for-natural-cosmetics.
• Stella Rising (2021). Stella Intelligence: Health and Wellness Trends (Report). Stella Rising. https://www.stellarising.com/health-and-wellness-trend-report.
• Van der Werf, E. T., Busch, M., Jong, M. C., & Hoenders, H. J. R. (2021). Lifestyle Changes During the First Wave of the COVID-19 Pandemic: A Cross-Sectional Survey in The Netherlands. BMC Public Health, 21(1), 1–11. https://dx.doi.org/10.1186/s12889-021-11264-z.
• Verbeke, W. (2009). Stakeholder, Citizen and Consumer Interests in Farm Animal Welfare. Animal Welfare, 18(4), 325–333.
• Verhoef, P. C. (2005). Explaining Purchases of Organic Meat by Dutch Consumers. European Review of Agricultural Economics, 32(2), 245–267. https://dx.doi.org/10.1093/eurrag/jbi008.
• Wang, Y., Zhao, Y. & Song, F. (2020). The Ethical Issues of Animal Testing in Cosmetics Industry. Humanities and Social Sciences, 8(4), 112–116. https://dx.doi.org/10.11648/j.hss.20200804.12.
• Żyngiel, W., & Platta, A. (2015). Consumers’ Expectations Towards the Cosmetic Preparations of the Natural Origin Used in SPA & Wellness Treatments. Handel Wewnętrzny, 1(354), 324–333.

Identifiers

DOI

10.2478/ceej-2024-0016

Biblioteka Nauki

32083729