Consumer perception of the socially responsible business of cosmetic product manufacturers and the influence on choosing a cosmetic product

Tema diplomskog rada je „Percepcija potrošača o društveno odgovornom poslovanju proizvođača kozmetičkih proizvoda i utjecaju na odabir kozmetičkog proizvoda. Koncept društveno odgovornog poslovanja implementiran je i u kozmetičkoj industriji. No, često se vodi polemika oko društveno odgovornog poslovanja u navedenoj industriji, ponajviše zbog onečišćenja okoliša te prisutnog testiranja kozmetičkih proizvoda na životinjama. No, mnogi proizvođači kozmetičkih proizvoda provode DOP inicijative poput: cruelty-free kozmetike, podupiranja pravedne trgovine, eko ambalaže, stvaranje manje količine otpada, smanjenje emisije CO2, povećanje količine materijala koji se može reciklirati te smanjenje materijala za pakiranje kozmetičkih proizvoda. Ujedno, javlja se novi segmenat potrošača koji su ekološki osviješteni te im je vrlo bitno da su proizvodi koje kupuju ekološki prihvatljivi. Čimbenici poput cijene, kvalitete, preporuke, zemlje podrijetla kozmetičkog proizvoda i dalje imaju značajan utjecaj na potrošača prilikom odabira kozmetičkih proizvoda, dok društveno odgovorno poslovanje ima veoma malen utjecaj. Ujedno, svijest potrošača o društveno odgovornom poslovanju je osrednja. Utjecaj društvenih, osobnih i psiholoških čimbenika znatno utječe na samo ponašanje potrošača.The topic of this paper is "Consumer perception of the socially responsible business practices of cosmetic product manufacturers and the influence on the choice of cosmetic products. The concept of socially responsible business is also implemented in the cosmetics industry. However, there is often controversy about socially responsible business in the mentioned industry, mostly due to environmental pollution and the fact that cosmetic products are still tested on animals. Many manufacturers of cosmetic products implement CSR initiatives such as cruelty-free cosmetics, supporting fair trade, eco-packaging, creating less waste, reducing CO2 emissions, increasing the amount of recyclable materials, and reducing packaging materials for cosmetic products. There is a new segment of consumers who are environmentally conscious and it is very important to them that the products they buy are environmentally friendly. Factors such as price, quality, recommendation, country of origin of the cosmetic product still have a significant influence on the consumer when choosing cosmetic products, while socially responsible business has a very small influence. At the same time, consumer awareness of socially responsible business is mediocre. The influence of social, personal and psychological factors significantly affects consumer behavior itself