Do consumers assume that natural ingredients in skincare are more sustainable than synthetic ingredients? : A qualitative study on consumer behavior in regards to natural versus sustainable ingredients in skincare products

Abstract: The demand for sustainability in the cosmetics industry has gained significant attention inrecent years due to the growing environmental concerns and increased consumer awareness. Consumers are increasingly considering the environmental impact of their purchasing decisions, leading to a shift in attitudes towards greener consumption and driving the concept of green marketing. However, navigating the complexities of sustainability in the cosmetics industry is a challenge, as natural does not always equate to sustainability, and companies may resort to greenwashing to capitalize on consumer trust. This thesis examines theoretical and managerial challenges in the cosmetics industry, including consumer preferences, purchase intentions, and brand loyalty. Furthermore it addresses consumer behavior and their role in this question. By addressing these issues, this study aims to shed light on the importance of sustainability in cosmetics and provide insights for both consumers and businesses in their pursuit of a more sustainable future. Furthermore, the thesis uses a qualitative method to explore and research the themes in question. The empirical findings were collected through semi structured interviews with consumers of the cosmetic industry. The results were examined and compared with the existing literature to determine their similarities and differences. The conclusion of this thesis discusses how consumers in fact do assume that natural products are more sustainable than other alternatives. However, literature findings prove that this is not the case which is discussed in the analysis as well.