An Investigation on Whether the Awareness of Animal Testing Improves Consumer Behavioral Patterns Vis-Á-Vis, Brand Loyalty and Ethical Consumerism Towards Animal Testing.

Adetunji, Rukaiyat2023-06-012023-06-012020https://dspace.griffith.ie/handle/123456789/284Today’s generation level of awareness has extended far beyond technology to the welfare of animal rights, especially those animals that are being tested on for cosmetics brands worldwide. Now consumers have ready information at the tip of their fingers to track and even locate brands not complying with these rights and call them out on their practices. Thus, the research was inspired to investigate how the awareness of animal testing improves consumer behavioural patterns vis-á-vis, brand loyalty and ethical consumerism towards animal testing. In order to examine this topic, data was collected using qualitative approach (telephone interview) as the primary aim was to discover the in-depth behaviour and attitude of these cosmetic consumers. These comprises of 10 participants that agreed to both the telephone interview and audio-recording. This led to the key findings that the attitude of these consumers remained unchanged regardless of whether their chosen cosmetic brand(s) testing were good on animals or not. Some of the participants also view animal testing as a necessary sacrifice for the wellbeing of humanity. They would rather focus on value, convenience and trends when purchasing or remaining loyal to a cosmetic brand(s). Though there were a few participants who admitted to the possible change of their polarised attitudes into being supportive against the use of cosmetics that will be tested on animals in the future. Besides, the consumers believe that the price to pay for changing cosmetics was far too expensive in comparison to the animal testing claims. It was therefore recommended that in order for the cosmetic industry to compete favourably in the global market, they must endeavour to follow standard procedure in the testing of their cosmetics. On the other hand, the consumer must show concern for how their cosmetic are being tested in accordance with the standard to be able to enjoy continuity of their chosen cosmetic products.An Investigation on Whether the Awareness of Animal Testing Improves Consumer Behavioral Patterns Vis-Á-Vis, Brand Loyalty and Ethical Consumerism Towards Animal Testing.Thesis