Young adults and ethical consumption: an exploratory study in the cosmetics market

Focusing on one of the most powerful market segments in terms of prospective social and economic impact, this study explores the orientation towards sustainable and ethical consumption among young adults. Prior research on ethical consumption has provided little empirical evidence considering this target, despite young adults embody the next generation of consumers and they will potentially support the spread of ethical stances in the future. In order to investigate more in depth the approach to ethical and sustainable consumerism, the study focuses on a particular product category, i.e. natural, organic and ethical cosmetics. Through the analysis of 14 focus group discussions, the study tries to better understand the perceptions about product features, price levels, distribution and communication activities of natural, organic and ethical cosmetics. Two different orientations towards ethical and sustainable cosmetics emerge among young adults, the Committed consumers and the Skeptics. This investigation on the approach of young adults to natural, organic and ethical cosmetics highlights several implications for the whole product offering and it provides some insights into cutting-edge issues that need to be addressed by theory and practice