Study goals
This article aims to understand the antecedents of purchase intention of cruelty free cosmetics in Brazil and to trace the profile of such consumers, as well as to verify the existence of consumer groups based on their characteristics.
Relevance / originality
According to the literature, consumers are increasingly aware of the power they have in making an ethical purchasing decision and believe that they can impact ethical dilemmas by altering their buying behavior.
Methodology / approach
Considering the descriptive objective of the research, a survey study was conducted with 201 cosmetic users in Brazil and the analysis was performed through structural equation modeling (SEM).
Main results
Environmental concern, Social norms, and Proce sensitivity has a direct relationship with purchase intention. perceived effectiveness and purchase intention were not confirmed.
Theoretical / methodological contributions
According to the conceptual model proposed in this article, the findings investigated suggest that many are the elements that generate and strengthen purchase intention.
Social / management contributions
The strategies used by companies over time should strengthen elements such as family or social consumption, as well as present information that allows consumers not to feel "deceived" or that there is "suffering" in testing cosmetic products.