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Motives for Purchasing Green Skincare Products: A study of Generation Y Irish women

Pairo Veliz, Katherinne Andrea (2022) Motives for Purchasing Green Skincare Products: A study of Generation Y Irish women. Masters thesis, Dublin, National College of Ireland.

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Green consumption is a phenomenon that has acquired great interest in academics and marketing practitioners. However, academics state that environmental concern is not the only reason customers engage in green consumption as this depends on the product type and population's demographic characteristics. This study focuses on exploring the motives that drive green skin care consumption.

The green skin care industry has grown exponentially over the last few years as young generation groups like Millennials express their desire for products with natural or organic ingredients. This study analysed motives for buying green skin care products in Irish women belonging to Generation Y using a qualitative methodology with an inductive strategy. The data was collected through in-depth interviews of five participants, and the results indicate that health concern is the primary motivation for a green purchase, followed by the social influence typically driven by family, close friends or open media. This study provides a point of reference for future research work, and the outcomes can guide marketing practitioners to devise effective marketing strategies for promoting green skin care products.

Item Type: Thesis (Masters)
Bane, Michael
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Tamara Malone
Date Deposited: 13 Apr 2023 16:06
Last Modified: 13 Apr 2023 16:06

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