Postoje spotřebitelů k certifikaci netestováno na zvířatech u kosmetických produktů

Abstract

This bachelor's thesis deals with the analysis of consumer attitudes toward "not tested on animals" certification in cosmetic products. The aim of the thesis is to determine the attitudes consumers hold toward this certification and to identify factors influencing the decision-making of consumers when purchasing "cruelty–free" cosmetics. Among other things, attention is paid to the knowledge of specific certifications, the perception of information availability, and the barriers that prevent consumers from purchasing more sustainable alternatives. The theoretical part of the thesis is devoted to consumer behavior, decision-making processes, attitudes, and the characteristics of the cosmetics market. The practical part is based on quantitative marketing research conducted in the form of an online questionnaire survey. The questionnaire focused on purchasing habits, knowledge of the certifications used, and reasons preventing the purchase of non-tested products. Based on the data analysis, several areas with potential for improvement were identified. The research results can serve as a basis for further analysis and recommendations to help cosmetics companies communicate more effectively with consumers.