Influence of Sociocultural Factors on Cruelty-Free Consumption in the Russian Beauty Market
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Abstract
Цель данного исследования - определить и проанализировать социокультурные факторы, влияющие на поведение российских потребителей относительно косметических товаров не тестируемых на животных. В связи с этим, практическая направленность работы обусловлена разработкой практических рекомендаций для компаний, продающих косметические товары в России.
В ходе работы были определены ключевые факторы, влияющие на поведение потребителей на этом рынке: «знания потребителей о тестировании на животных» и «доверие потребителей». Экспериментальный подход был применен для определения уровня влияния этих факторов на решение потребителя о покупке косметического продукта не тестируемого на животных вместо косметического продукта, который был протестирован на животных. Также, в ходе экспериментов оценивалось социальное влияние различных типов лиц (друг/эксперт) на вышеупомянутые факторы и на выбор потребителей.
Основными результатами работы являются: определение основных социокультурных факторов влияющих на поведение российских потребителей на рынке косметических средств, не тестируемых на животных, оценка влияния этих факторов на поведение российских потребителей, рекомендации для компаний из индустрии косметических средств, а также рекомендации для будущих исследований.
The aim of the given research is to determine and explore sociocultural factors that influence cruelty-free consumption on the beauty market among Russian consumers. In this regard, the practical focus of the work is due to the development of practical recommendations for companies selling cosmetic products in Russia. In the course of the work, key factors that influence consumer behavior in this market were identified: “consumer knowledge about animal testing” and “consumer trust”. An experimental approach was applied to identify the level of influence of these factors on consumer’s decision to purchase cruelty-free cosmetic product instead of cosmetic product that was tested on animals. Also, through the experiment, the social influence through the different types of reference (friend/expert) on the before mentioned factors and cruelty-free behavior of consumers was evaluated. The main results of the work are: determination of the main socio- cultural factors affecting the behavior of Russian consumers in the market of cosmetics that are not tested on animals, an assessment of the influence of these factors on the behavior of Russian consumers, recommendations for companies from the beauty products industry, as well as recommendations for future research.
The aim of the given research is to determine and explore sociocultural factors that influence cruelty-free consumption on the beauty market among Russian consumers. In this regard, the practical focus of the work is due to the development of practical recommendations for companies selling cosmetic products in Russia. In the course of the work, key factors that influence consumer behavior in this market were identified: “consumer knowledge about animal testing” and “consumer trust”. An experimental approach was applied to identify the level of influence of these factors on consumer’s decision to purchase cruelty-free cosmetic product instead of cosmetic product that was tested on animals. Also, through the experiment, the social influence through the different types of reference (friend/expert) on the before mentioned factors and cruelty-free behavior of consumers was evaluated. The main results of the work are: determination of the main socio- cultural factors affecting the behavior of Russian consumers in the market of cosmetics that are not tested on animals, an assessment of the influence of these factors on the behavior of Russian consumers, recommendations for companies from the beauty products industry, as well as recommendations for future research.