Johnson, Emma ORCID: https://orcid.org/0000-0001-8990-9621 (2024) Lifting the Lid on Cruelty-Free Cosmetics: Analysing the Emotions behind Ethical Consumerism. In: Postgraduate Research School Conference 2024, 9 October 2024, York St John University. (Submitted)

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Abstract

Wang, Shao, and Song (2020) states that consumers that consider the fundamental rights of animals and promotes well-being of all concerned, relates to the utilitarian theory. As living individuals, animals should have freedom and should not have to suffer at the cost of experiments.

The UK beauty and personal care industry is projected to reach £12.96bn in 2024 (Statista, 2024a), and is the eight-largest cosmetics market, with the USA and China taking the two top positions (Statista, 2024b). The interest in ethical consumerism has increased, as consumers are becoming more aware of their role and potential effect of changing the products they buy (Gillani and Kutaula, 2018). Individuals feel responsible to behave morally when confronted with an ethical dilemma (Zimmerman, 1996; Alsaad, 2021), as ethical purchases are driven by the desire to support society and obligations to others (Connolly and Shaw, 2007).

Many brands have adopted cruelty-free processes, to meet the demands from consumers (Chitrakorn, 2016; Cruelty Free International, 2020). There remains scope to understand the emotions of consumers when this issue of cruelty-free is raised. Thus, the underlying aims of this study are to examine emotions towards cruelty-free, increasing awareness and acceptability of cruelty-free products within society.

Semi-structured interviews will be conducted with female participants, as British women spend £1.36bn in 2023 on facial skincare (Capecchi, 2018). The questions will permit participants to discuss their feelings, emotions, experiences, and suggestions on the topic. Aiming to provide an in-depth insight into this topic in ethical consumerism.

Item Type:	Conference or Workshop Item (Poster)
Status:	Submitted
Subjects:	A General Works > AS Academies and learned societies (General)
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/14825

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