ENVIRONMENTALLY CONSCIOUS CONSUMER BEHAVIOUR IN THE COSMETICS MARKETS OF THE UNITED STATES AND EUROPE in ESZTERHÁZY KÁROLY EGYETEM GYÖNGYÖSI KÁROLY RÓBERT CAMPUS ESZTERHÁZY KÁROLY UNIVERSITY A TUDOMÁNYOS NAPOK PUBLIKÁCIÓI PAPERS OF SCIENTIFIC DAYS PUBLIKATIONEN DER WISSENSCHAFTLICHEN TAGUNG

Abstract

Abstract Consumers who are environmentally aware not only perceive the contamination of their environment, but also do so to make our planet less contaminated and therefore choose the most important cosmetics that minimize environmental pollution. It is important for them to behave themselves because they feel responsible for their environment, and think about sustainability when it comes to the next generations, to preserve and even improve the current state of the environment. Consumers with an environmentally conscious attitude are becoming aware of their consumer behavior, as they use their current behavior and consumption to minimize chemicals in their environment, protecting their health and environment. Eco-conscious consumers prefer cosmetic products and services to choose environmentally-friendly product categories against other cosmetics by eliminating adverse environmental impacts. In the cosmetic market, there are many opportunities for consumers to get to know a variety of environmentally friendly cosmetics. These cosmetics or their composition are natural, so they are made of natural materials or their packaging is degradable, recyclable or there are cosmetics that can be classified in the environmentally-friendly product category in both composition and packaging. The ultimate choice, that is, buying is always the consumer’s decision. Keywords: sustainability, cosmetics, consumer, behaviour, environmental protection, markets

Full text

ESZTERHÁZY KÁROLY EGYETEM
GYÖNGYÖSI KÁROLY RÓBERT CAMPUS
ESZTERHÁZY KÁROLY UNIVERSITY
KÁROLY ROBERT CAMPUS, GYÖNGYÖS
ESZTERHÁZY KÁROLY UNIVERSITÄT
KÁROLY RÓBERT CAMPUS, GYÖNGYÖS
XVI. NEMZETKÖZI TUDOMÁNYOS NAPOK
16TH INTERNATIONAL SCIENTIFIC DAYS
XVI. INTERNATIONALE WISSENSCHAFTLICHE TAGUNG
„Fenntarthatósági kihívások és válaszok”
„Sustainability Challenges and Answers”
„Herausforderungen und Antworten von Nachhaltigkeit”
A TUDOMÁNYOS NAPOK PUBLIKÁCIÓI
PAPERS OF SCIENTIFIC DAYS
PUBLIKATIONEN DER WISSENSCHAFTLICHEN TAGUNG
Szervező / Organizer:
Eszterházy Károly Egyetem
Eszterházy Károly University
Eszterházy Károly Universität
Gyöngyös
2018. április 12-13.
12-13 April, 2018
12-13. April 2018

Szerkesztette / Edited by / Herausbeger:
Dr. Dinya László – Dr. Baranyi Aranka
Szakmai lektorok / Professional Lecturers / Fachlektor:
Dr. Bujdosó Zoltán - Dr. Baranyi Aranka – Dr. Csernák József
ISBN 978-615-5621-75-8 (online)
A kiadásért felelős/Publishing Supervisor
az Eszterházy Károly Egyetem rektora/Rektor of Eszterházy Károly University
Megjelent az EKE Líceum Kiadó gondozásában/Published by Líceum Publisher EKE
Kiadóvezető/Head of publisher: Nagy Andor
Műszaki szerkesztő/Technical editor: Kovácsné Burunkai E. Patrícia, Molnár Gergely
Megjelent/Year of publication: 2018

119
ENVIRONMENTALLY CONSCIOUS CONSUMER BEHAVIOUR
IN THE COSMETICS MARKETS OF THE UNITED STATES
AND EUROPE
Amberg Nóra
Summary
Production and usage of natural cosmetics products has grown in the last 10 years because con-
sumers have become concerned with health, environment, quality and beauty appearance. As en-
vironmental concerns have increased, consumers prefer to purchase natural and organic cosmetics
products that could lead to an increase in the importance of understanding consumers’ purchasing
behaviour towards natural and organic cosmetics products as well as the factors that aect con-
sumers’ purchase intentions towards natural cosmetics products.
Consumers’ interest in environmental and health issues is providing, increasing a huge opportu-
nity for the organic and natural personal care industry to create a strategy that could motivate many
consumers to purchase natural and organic personal care products.
The environmentally friendly consumer behaviour appearing in the world’s major cosmetics
markets, especially in the US and in Europe. Environmental conscious consumer behavior is es-
sential for sustainability and improvement of the current state of the environment.
The aim of sustainability is to minimize the burden on the environment to preserve its values
for the future generation.
Keywords: consumer behaviour, environmentally friendly, cosmetics markets, natural cosmetics
Passcode: M31
Abstract
Consumers who are environmentally aware not only perceive the contamination of their environ-
ment, but also do so to make our planet less contaminated and therefore choose the most important
cosmetics that minimize environmental pollution. It is important for them to behave themselves
because they feel responsible for their environment, and think about sustainability when it comes
to the next generations, to preserve and even improve the current state of the environment. Con-
sumers with an environmentally conscious attitude are becoming aware of their consumer behav-
ior, as they use their current behavior and consumption to minimize chemicals in their environ-
ment, protecting their health and environment. Eco-conscious consumers prefer cosmetic products
and services to choose environmentally-friendly product categories against other cosmetics by
eliminating adverse environmental impacts. In the cosmetic market, there are many opportunities
for consumers to get to know a variety of environmentally friendly cosmetics. These cosmetics
or their composition are natural, so they are made of natural materials or their packaging is de-
gradable, recyclable or there are cosmetics that can be classied in the environmentally-friendly
product category in both composition and packaging. The ultimate choice, that is, buying is always
the consumer’s decision.
Keywords: sustainability, cosmetics, consumer, behaviour, environmental protection, markets

120
Introduction
During the last 10 years, the cosmetic industry has dramatically diversied its marketing and man-
agerial orientation towards customer requirements due to the growth in response to the customer
trends towards requirements for natural cosmetics, a healthier lifestyle and environment. The cos-
metic industry is a very important industry. The use of cosmetic and personal care products has
always been an essential part of consumers’ lives. In 2013 the global cosmetics market grew by
an estimated 3,8% compared to the previous sales year. This industry expected that global sales
of organic and natural cosmetics will achieve an amount of $ 14 billion in 2018 (Beauty Industry
Analysis 2015 – Cost & Trends).1
In 2015 the cosmetics industry generated $ 56,2 billion in the United States. The largest seg-
ment is hair care with 86.000 locations. A close second and growing fast is skin care, expected to
have revenue of almost $ 11 billion by 2018. This growth is being driven in part by a generally
increasing awareness of the importance of skin care. (Beauty Industry Analysis 2018 – Cost &
Trends).
Interest in natural cosmetics has grown remarkably as marketers and consumers react to pop-
ular media with regard to healthy lifestyles. The constant technological innovation and advances
are the main features of the modern cosmetic industry. Production and usage of natural cosmetics
has grown in the last 10 years. Consumers have become more concerned about the quality of
cosmetics, health and a youthful appearance. Also, with a better understanding of consumers’
behaviour and attitudes towards organic and natural products, development for the organic and
natural cosmetics market and better conditions will be provided, but consumer’s indications of
positive attitudes toward environmental issues do not necessarily lead to actual environmentally
purchasing behaviour.
The purpose of this research is to show the environmentally concious consumer behaviour in
the cosmetics markets of the United States and Europe.
Material and methods
The research is based on a combination of literature review the references below combining quan-
titative data on the economic benets of the European and the American positive consumer be-
haviour and attitudes towards natural and organic cosmetics with qualitative information on the
wider catalytic impacts of cosmetics.
Material
Cosmetics may contain both, articial and natural ingredients, or only articial and natural in-
gredients, the latter being called natural cosmetics. The organic personal care products contain
certied organic ingredients and (or) meet private standards. The natural personal care products
made from natural ingredients, plant extracts. These products contain low or minimal amounts of
synthetic chemicals.
The following market trends in consumer behaviour are shelf-space in specialist retailers stable,
rising number of concept stores, slowing penetration in mass market retailers, demand from other
channels: dept stores, beauty stores, spas & salons, etc. (Sahota, 2014). Consumer trends are en-
vironment and health consciousness, consumer concern about chemicals in cosmetics & toiletries,
general rise in ethical consumerism and demand for organic foods percolating to non-foods.
1 Billion means milliard in the American literature.

121
The packaging of really natural cosmetics also has environmentally friendly product features,
it is available in degradable or recyclable packaging. These cosmetics are important because they
are health-conscious and environmentally friendly. Their essential properties are the naturalness,
the bio ingredients, that is, the eco-friendly product category.
Specialized shops are trying to keep up with competition with large companies. Serious market
barriers, however, are that customers still have relatively little information on organic, natural
preparations. The quality assurance system has not been suciently standardized either for pack-
aging or for labeling. Approved cosmetics certicates in Europe are German BDIH (1.), French
Cosmebio (2.) and Ecocert (3.), Italian Icea (4.) and English Soil Association (5.). Through the col-
laboration of organizations (1) to (5), COSMOS (COSMetics Organic Standard) was established
in early 2010, aiming to standardize the rules for naturally occurring cosmetics in Europe. In 2008,
the leading European natural and bio-cosmetic companies in NaTrue were set up in Brussels.
NaTrue and Cosmos organizations seek to solve these problems in relation to the European
single regulation.
Methods
In the eld of research methods, I conducted exploratory and descriptive secondary research on
consumer behavior of cosmetics and natural cosmetics in the USA and in Europe, mainly based
on Organic Monitor, Global Natural & Organic Cosmetics: Market Update & Future Evolution by
Amarjit Sahota, 2014.
The demand for natural cosmetics has also increased considerably, according to the Organic
Monitor survey. Forecasts for 2010 amounted to EUR 2 billion in turnover. Despite the crisis, de-
mand for non-chemical products was unbroken. Thanks to this great demand, not only specialized
stores but also large supermarket chains are selling wider range of bio products. The big cosmetics
companies are also beginning to recognize potential in the natural products market, so they are also
competing in this product group.
The German and French markets are growing, and the British market is severely aected by the
crisis with a decline here.
Results
Figure 1 shows that the most commonly used hair care products in the United States are spent.
Future projections also show this trend. At the second place, naturally occurring skin care and
cosmetic products are being sought by consumers. The demand for oral care products accounts
for half of the cost of buying cosmetics / skin care products, while other categories of cosmetics
account for nearly half of these product groups.

122
Figure 1. Revenue of US Organic Cosmetics Market per Product 2014-2025 (USD Million)
Source: http://www.grandviewresearch.com/industry-analysis/organic-personal-care-market (2016)
Figure 2 shows that the global market for natural and organic cosmetics rose to $ 9.1 bn in 2011,
compared to nearly $ 5 bn in 2005, with sales reaching $ 10.4 bn in 2013, which is now growing
is unbroken.
Figure 2. Growth of the global market for natural and organic cosmetics
Source: http://www.chemistryviews.org/details/ezine/6915101/The_Greening_of_the_Cosmetics_Industry
(2014)
For example - Consumer behaviour (Sahota, 2014) – survey research in UK
Total
Sample Very important Important
Neither
important
nor
unimportant
Not
important
Not all
important
No. % % % % % %
Total 100 100 53 37 9 1 0
Tabel 1. Q1: How important is it to you to avoid synthetic chemicals
when buying natural & organic cosmetics?
Source: Own construction based on Sahota, A., (2014)
For 90% of respondents, it is important to buy natural and organic ingredients.

123
Total sample Yes No
2007 89 100 33 67
2014 100 100 43 57
Tabel 2. Q2: When buying natural & organic personal care products, do you look
for any symbols and logos?
Source: Own construction based on Sahota, A., (2014)
In 2007, 2/3 of respondents did not look at any symbols and logos when buying natural & or-
ganic personal care products. In 2014 this ratio is almost half of the yes and the no answers.
Figure 3. A simple survey about natural cosmetics and chemical-based cosmetics
Source: International Journal of Chemistry, (08.2009)
94% of users believe that the chemical-based cosmetic would cause side eects while only 6%
hold an opinion that natural cosmetics may cause side eects.
Figure 4. Sales of Natural Personal Care Products by Region in the US, 2013
Source: Green Future: Natural Cosmetics Market in the United States (2013)

124
The United States accounts for over 15% of the global natural and organic personal care market.
The global sales is $ 29,5 billion (2013 manufacturer’s level).
Conclusion
The trend has been pointing to health consciousness and environmental awareness for a long time,
so the future is natural cosmetics.
Various trends have contributed to the development of the environment and health consciousness.
Consumers are becoming more aware today, social sensitivity is also a good breeding ground to buy
from these naturally derived products. For example, camomile, lavender base creams, shower baths,
hand creams. People are increasingly aware of their health and environment, so consumer preference
will be directed toward natural cosmetic products in the future, with minimal or almost, no articial
ingredients, their packaging is environmentally conscious, or degradable or recyclable, which will
less and less aect our environment. This responsible behavior appears to be a conscious consumer
behavior in the literature. Such a consumer knows what he wants and how to do it by taking control
of his own life, paying more attention to himself, his family, and his environment. We can see the
growing range of natural cosmetic products in various retail outlets. In my own life, I prefer natural
cosmetics as well. For example, I recently bought a 100% natural „propolis” brand of „Tulasi” cos-
metics and I’m very pleased with it. This cosmetic is a benecial, skin friendly, pleasant scent. I’m
so glad I found it.
Cosmetics are a sensitive product in terms of consumption. Its discretionary income means
achieving this product and buying it for a more auent customer, for it is not a luxury prod-
uct or a consumer with an average income who is already in the category of luxury goods.
A typewritten product is a cosmetic product as it is a matter of how much the consumption of the
product depends on market factors. In the case of higher ination, an average income consumer has
less and less discretionary income for purchasing cosmetics. For a wealthier consumer, higher ina-
tion probably will not cause you to buy your favorite cosmetics at that time.
Production and usage of natural cosmetics products has grown in the last ten years. There are
various trends in consumer habits, for example health and environmental awareness, natural ingre-
dients, preference of active ingredients. The natural and organic personal care industry is interest-
ed in motivating the consumers to purchase their products.
The main goal is to protect the environment and our self from harmful eects.
References
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linkedin.com/pulse/beauty-industry-analysis-2015-cost-trends-andie-zeng
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franchisehelp.com/industry-reports/beauty-industry-analysis-2018-cost-trends/
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wordpress.com/2010/02/17/naturkozmetikumok-2-milliard-euros-forgalom/
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source: https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3689
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seerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1025.7977&rep=rep1&type=pdf

125
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group.com/reports/Naturals_Berlin_Kline_%20Sep_2013.pdf
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true
Author
Nora Amberg
PhD student
Szent István University, H-2100 Gödöllő, Páter Károly street 1.
nora.amberg@gmail.com