Consumers' perceptions of 'green': Why and how consumers use eco-fashion and green beauty products
Abstract
The market for green products is expanding worldwide in a variety of industries, such as food, fashion and cosmetics. However, there is little research about consumer behaviour regarding green fashion and beauty, or consumers' knowledge of green labels and certifications. This article explores these issues through a qualitative research approach, using in-depth interviews and focus groups. Results suggest that consumers do not understand the meaning of all terms and labels used to describe and guarantee green products, such as, for example, eco-labels on organic cosmetics. Regarding the motivation of consumers for consuming eco-fashion and green beauty products, protection of the environment is not a priority. Respondents' motives for purchasing these products appear to be egocentric and related to health. Also, such purchases constitute a 'license to sin': they relieve the guilt of non-environmentally-friendly behaviors. Lastly, motivation for consuming eco-fashion is based on self-expression (mainly a North American motivation) and status display (mainly a continental European motivation). For several continental Europeans, purchasing green products appears to be a new form of conspicuous consumption.
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Despite generally being a low-involvement product category, the green personal care products buying process is extremely engaging for a certain group of people, especially women.
“Despite generally being a low-involvement product category, this buying process is extremely engaging for a certain group of people, especially women (Cervellon & Carey, 2011).”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Cervellon & Carey, 2011
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Health and cosmetics: Investigating consumers’ values for buying organic personal care products
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.08.002 · Cited by 322 · see citing works
Biocosmetics: Technological Advances and Future Outlook
Goyal, N., & Jerold, F. (2021) · Environmental Science and Pollution Research · doi:10.1007/s11356-021-17567-3 · Cited by 191 · see citing works
Szaban, M. (2023) · Argumenta Oeconomica · doi:10.15611/aoe.2023.2.12 · Cited by 6 · see citing works
- Authors
- Cervellon, M.-C., & Carey, L.
- Affiliations
- International University of Monaco (MC)
- Glasgow Caledonian University (GB)
- Venue
- Critical Studies in Fashion & Beauty
- Publisher
- Intellect
- Published
- 2011-12-22
- Volume
- 2
- Issue
- 1
- Pages
- 117-138
- ISSN
- 2040-4417 (ISSN-L)
- 2040-4425
- OpenAlex
- W2316551121
- Cited by
- 103
- References
- 0
- Citations by year
- 2026: 4 · 2025: 6 · 2024: 15 · 2023: 7 · 2022: 15 · 2021: 16 · 2020: 20 · 2019: 5 · 2018: 5 · 2017: 3 · 2016: 1 · 2015: 1 · 2014: 2 · 2013: 1 · 2012: 2
- FWCI
- 4.64
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Critical Studies in Fashion and Beauty (publishedVersion)
- ResearchOnline (acceptedVersion)
- ResearchOnline (Glasgow Caledonian University) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- sustainable fashion, organic cosmetics, consumer motivation, self-expression, status display, conspicuous consumption, health motivation, green purchasing
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