Cosmetic industry is a growing market not only for women consumers but also men. Besides the huge
growing rates of the industry year to year, the debates about sustainable consumption, which deals with the damages
of human on ecology and the health of their own, and marketing of cosmetic products continue.
In the study, three sustainable factors (including alcohol, hypoallergenic and UV protection) are examined
based on logit regression model. The relations between these factors and demographics of women respondents are
calculated to show how different groups behave sustainable in consumption of cosmetics. To learn to what extent
cosmetic consumers behave sustainable gives important clues for developing better sustainable marketing strategies
for companies.The limitation of the study arises from generalizing the cosmetic products in one category. Normally, the
cosmetics mostly refers to make-up segment, but cosmetic products includes some sub-segments like baby care, bath
and shower products, deodorants, hair care, oral hygiene, fragrances so on. Therefore, analysis of factors affecting
the sustainable consumption for each cosmetic segment separately is needed. Despite the cosmetics mainly refer to
women consumers; there is a growing market of men‘s cosmetics. For this reason, the future studies are needed to
examine men consumers of cosmetics regarding sustainable consumption.
Cosmetic industry is a growing market not only for women consumers but also men. Besides the huge
growing rates of the industry year to year, the debates about sustainable consumption, which deals with the damages
of human on ecology and the health of their own, and marketing of cosmetic products continue.
In the study, three sustainable factors (including alcohol, hypoallergenic and UV protection) are examined
based on logit regression model. The relations between these factors and demographics of women respondents are
calculated to show how different groups behave sustainable in consumption of cosmetics. To learn to what extent
cosmetic consumers behave sustainable gives important clues for developing better sustainable marketing strategies
for companies.The limitation of the study arises from generalizing the cosmetic products in one category. Normally, the
cosmetics mostly refers to make-up segment, but cosmetic products includes some sub-segments like baby care, bath
and shower products, deodorants, hair care, oral hygiene, fragrances so on. Therefore, analysis of factors affecting
the sustainable consumption for each cosmetic segment separately is needed. Despite the cosmetics mainly refer to
women consumers; there is a growing market of men‘s cosmetics. For this reason, the future studies are needed to
examine men consumers of cosmetics regarding sustainable consumption.
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