Consumers' perceptions of 'green': Why and how consumers use eco-fashion and green beauty products

Marie-Cécile Cervellon, Lindsey Carey

    Research output: Contribution to journalArticle

    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.
    Original languageEnglish
    Pages (from-to)117-138
    Number of pages21
    JournalCritical Studies in Fashion and Beauty
    Volume2
    Issue number1-2
    DOIs
    Publication statusPublished - Dec 2011

    Keywords

    • eco-fashion
    • ethical products
    • consumer motivation

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