Analysis of Purchasing Behaviour on the Natural Cosmetics Market

Abstract

The aim of this bachelor thesis was to analyse influencing factors towards purchasing behaviour on the natural cosmetics market. Furthermore, there is a description of green consumers, issues, differences between specific types of cosmetics and specific areas on this market. The practical part deals with the analysis of the quantitative research, which had been done using a questionnaire filled by 291 respondents. Factors such as health, environmental and safety aspect, or product knowledge, which influence consumer behaviour on the natural cosmetics market have been examined through statistical analysis using software IBM SPSS Statistics. The environmental and health aspect has been found as very important. Even though the economical (more specifically - price) aspect tends to be essential in almost every purchasing behaviour study, it has not that significant influence on this market. On the contrary, certification marks, which take an important part in this study, have been found with higher influence than the price aspect. Besides, waste creating has been found as the significant driver as it affects purchasers in willingness to pay extra for environmental-friendly packaging. Furthermore, product knowledge researched by seeking information about ingredients in cosmetics has been found as a major factor due to its influence towards choosing the specific type of cosmetic products.