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.
- ethical products
- consumer motivation