Study on Consumer Awareness Regarding Cruelty and Sls-Free Cosmetic Products

Dhruvanshi; Diya; Jignesh  Vidani

doi:10.59890/dpcjpx66

Authors

Dhruvanshi L.J. Institute of Management Studies, LJ University Author
Diya L.J. Institute of Management Studies, LJ University Author
Jignesh Vidani L.J. Institute of Management Studies, LJ University Author

DOI:

https://doi.org/10.59890/dpcjpx66

Keywords:

Cruelty-Free, SLS-Free, Consumer Awareness, Cosmetics, Ethical Consumerism

Abstract

This study examines consumer awareness regarding cruelty-free and SLS-free cosmetic products, a growing concern in today's ethical consumerism landscape. Utilizing a sample of 152 respondents, the research explores demographic variables, including gender, age, and current status, to assess their influence on awareness and attitudes toward these products. Findings reveal a predominant male representation (55.9%) and a significant proportion of younger consumers aged 18-24 (71.1%), suggesting that age and gender may play crucial roles in shaping perceptions of cruelty-free and SLS-free cosmetics. Despite an overall awareness of these products, gaps remain in understanding the specific influences of education, lifestyle, and information sources on consumer behavior. The study highlights the need for targeted marketing strategies to enhance consumer knowledge and encourage the adoption of ethical cosmetic choices. By addressing these aspects, businesses can better align their offerings with the values and preferences of diverse consumer segments, ultimately contributing to a more sustainable market. Future research is recommended to explore the barriers preventing consumers from translating awareness into purchasing behavior and to investigate regional variations in attitudes toward cruelty-free and SLS-free products

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