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Daly, Lucy Rose (2024) Global Culture and Corporate Social Responsibility in the Cosmetics Industry: Studying the Impact of Global Culture and Corporate Social Responsibility on Cosmetic Consumers’ Behaviour in Ireland. Masters thesis, Dublin, National College of Ireland.
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Abstract
Communication technologies like social media have played a pivotal role in connecting individuals from across the globe. With increased connectivity, emerges a digital society, presenting a homogeneous global culture, where individuals share opinions, experiences, beliefs, and values online. Simultaneously, there is an increasing emphasis on the importance of battling societal and environmental issues. As a result, businesses are expected to contribute to positive change, by engaging in corporate social responsibility initiatives.
This paper examines global culture and corporate social responsibility as prevalent trends in international business and marketing and demonstrates how consumers frequently rely on these elements to produce opinions and preferences towards cosmetic brands.
The literature review conducted in this paper reveals that global culture and corporate social responsibility are radically impacting consumer behaviour and illustrates how companies must adapt to these changes with modern business and marketing strategies.
The primary research conducted by the author investigates how the global culture and corporate social responsibility are impacting cosmetic consumers’ behaviour in Ireland. The participants involved in this study are aged 18-30 years old and are active users of social media. The findings present valuable marketing information and unique insight from the participants who took part in a survey, which asked questions regarding their attitudes, purchasing habits, and personal experiences, in regard to cultural globalisation and corporate social responsibility in the cosmetic industry.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Sands, Stephen UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Organisational Behaviour > Organisational Culture |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 10:30 |
| Last Modified: | 11 Aug 2025 10:30 |
| URI: | https://norma.ncirl.ie/id/eprint/8474 |
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