Are Ethical Toiletries And Cosmetics Important In The Irish Market? – Understanding Consumer’s Behaviour

Abstract

This dissertation examines whether Irish consumers have an ethical approach while buying toiletries and cosmetics, with six main objectives to assess the extent of sustainability awareness in the Irish market and its implementation in consumer behavior.

Through two different focus groups with semi-structured interviews, which allowed for a less formalized approach and encouraged conversation among participants, it was discovered that there is a significant lack of information regarding ethical issues in the cosmetics and toiletries industry. Consumers possess only basic knowledge about the industry's ethical aspects.

The research also found that the primary obstacles preventing consumers from switching from non-ethical to ethical products are the higher cost of ethical products, limited availability in regular supermarkets, and the perception that major brands are already ethical. Despite attempts to reduce plastic consumption and consider cruelty-free products, Irish consumers lack comprehensive information to make informed decisions about their purchases and understand the broader implications for their country and the world.

In summary, while consumers in Ireland may believe they are making ethical choices to some extent, the absence of reliable information hampers their ability to fully understand and address ethical issues in the cosmetics and toiletries industry.