The current study explores consumer behavior towards green cosmetic products
in Finland. The goal of the study is to explore the various factors which influence
the purchasing decisions of facial products. Moreover, the study aims to reveal
consumers‘ attitudes towards natural cosmetic products and the value of the
natural ingredients. The theoretical part of the work consists of consumer behavior
theories by different authors. In addition, motivational models and dimensions are
closely explained.
Broad information about natural skincare cosmetic products is presented in the
research environment chapter of the thesis. Furthermore, this section of the thesis
is concerned with information about current trends in the global cosmetic market.
In the current study, green cosmetic companies are represented by Lumene, Yves
Rocher and L‘OCCITANE. Background information about these companies and
their products is presented in the research environment chapter of the thesis.
The survey was conducted by using a mixed research method. An online
questionnaire was developed to serve the purpose of the study. The questionnaire
consists of 28 questions, and it was sent by email. In total, 177 women took part in
the survey. Questions about Lumene, Yves Rocher and L‘OCCITANE were
implemented in the empirical part of the study. The goal was to discover the extent
to which customers are acquainted with one of the most popular green cosmetic
companies on the Finnish market. In addition to the online survey, interviews were
held in order to explore consumer behavior and attitudes towards natural products.