Factors Driving Purchase Intention for Cruelty-free Cosmetics : A study of female millennials in Jönköping, Sweden

Abstract: Background: Ethical consumerism is no longer a niche market and consumers are increasingly aware of the power they have when purchasing ethical and believe they can make a change. Most corporations have realized the importance of being ethical and incorporate it into their business strategies. Therefore, it is important to study consumers’ ethical purchasing patterns and which factors affect their intentions to purchase. Purpose: The purpose of this thesis was to test which of the following factors: social media, attitude, altruism, environmental knowledge, and financial factors, has a positive influence on female millennials, in Jönköping, purchasing intention towards cruelty-free cosmetic products. Method: This study was based on a conceptual framework which intended to test the most relevant constructs influencing ethical purchase intention, as proposed by previous researchers and theory. Hence, this paper follows a deductive approach which used quantitative methods to fulfil the purpose of this explanatory research. The data was gathered through a survey answered by 108 female millennials regarding their purchasing of cosmetics. Conclusion:   Both factors, attitude and environmental knowledge had a direct positive effect on consumers purchase intention towards cruelty-free cosmetics. The study provides empirical support for an indirect effect of altruism on purchase intention since the analysis showed that altruism had a direct effect on attitude. However, social media and financial constructs did not show any significant support for its positive effect on purchase intention in the empirical findings in this study.