Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands

Abstract: The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. The study aims to test the applicability of Keller’s (2001) Customer-Based Brand Equity (CBBE) model pyramid in a growing brand segment, to understand which aspects of green skin care brands consumers find to be important. Furthermore, this study provides managerial implications to help brands develop marketing strategies on how to strengthen the consumer-brand relationship. The findings indicate that there are opportunities for green skin care brands to increase their brand equity with the help of Keller’s brand building blocks. However, the findings suggest that green skin care brands need to focus on strengthening how consumers perceive the price and performance of green skin care products in order to establish a strong brand. Ultimately, the study presents a revised CBBE model that highlights the established subdimensions of green skin care brands and those that are in need of improvement.