| Creators: |
Funke, Noemi and Jordan, Stephanie and Kracklauer, Alexander H. and Schallmo, Daniel |
| Title: |
Impact of Sustainable Claims on the Decision to Purchase Cosmetic-Products |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
(Proceedings of the) ISPIM Connects Athens – The Role of Innovation: Past, Present, Future |
| Event Location: |
Athens, Greece |
| Event Dates: |
November, 28-30, 2022 |
| Projects: |
IFE |
| Date: |
2022 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
Sustainability is seen as an innovation driver in the cosmetics industry (Seo and Scammon, 2017, p. 358). However, the specific features and marketing slogans that influence decisions to purchase cosmetic products are still unknown. This paper presents an experimental study using the example of moist nail-polish remover pads. It investigates the impact on purchasing decisions of sustainability claims, like '100% organic cotton pad', 'microplastic-free', 'vegan' and 'jar partly made of recycled materials', compared with key product aspects such as jar size and fragrance. The choice-based conjoint analysis aims to identify the relevance of sustainability attributes for cosmetics. This study confirms the hypothesis of earlier studies that consumers give high priority to sustainability attributes and are willing to switch to more sustainable products of equal price. A new finding from the current study is that the claim, 'microplastic-free', contributes most to consumer purchase probability. This result could be applied to future product management and customer communications to create new purchase incentives. |
| Forthcoming: |
No |
| Language: |
English |
| Uncontrolled Keywords: |
Cosmetics; Nail polish remover pads; Sustainability claims; Microplastics; Attribute importance; Willingness to pay; Choice-based conjoint analysis; Multinominal logit model; Part-worth utility |
| Citation: |
Funke, Noemi and Jordan, Stephanie and Kracklauer, Alexander H. and Schallmo, Daniel
(2022)
Impact of Sustainable Claims on the Decision to Purchase Cosmetic-Products.
In: (Proceedings of the) ISPIM Connects Athens – The Role of Innovation: Past, Present, Future, November, 28-30, 2022, Athens, Greece.
(LUT Scientific and Expertise Publications).
ISBN 9789526506913
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