Abstrakt
Packaging and its integral elements can be among the carriers of product claims, which often encourage consumers to purchase cosmetics, and many make purchasing decisions based on them. There is, therefore, a tendency to put an increasing number of claims on packaging; these, according to requirements, should be useful, understandable, and reliable. This article aims to determine the importance of information placed on packaging during the purchase of natural cosmetics in comparison with other packaging elements, and to assess the usefulness, understandability, and reliability of selected groups of product claims placed on natural cosmetics packaging. The results confirm that the information placed on the packaging of natural cosmetics is an important element to which consumers pay attention. The most useful, understandable, and reliable claims are performance claims, ingredient-related claims, and environmental claims.
Bibliografia
Abdulmoaz, A., Ayham, S. (2021). Consumer behavior towards green cosmetic products in Sweden [Bachelor thesis, Mälardalen University]. DiVA Portal [Access: 15.05.2023]. Access on the internet: https://www.diva-portal.org/smash/get/diva2:1559714/FULLTEXT01.pdf.
Accenture, Fashionbiznes.pl, Fundacja Kupuj Odpowiedzialnie (2020). Świadomy konsument. Raport przygotowany przez Accenture, Fashionbiznes.pl i Fundację Kupuj Odpowiedzialnie. Moda | Kosmetyki [Raport] [Access: 10.05.2023]. Access on the internet: https://www.accenture.com/_acnmedia/PDF-138/Accenture-Report-Swiadomy-Konsument-2020.pdf.
Akter, S., Islam, M.S. (2020). Factors influencing the attitude of women towards purchasing green products: An explorative case study of organic cosmetics in Sweden. “Journal of Consumer Sciences”, 48.
Amberg, N., Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. “Resources”, 8(3). DOI: 10.3390/resources8030137.
Ankiel-Homa, M., Czaja-Jagielska, N., Malinowska, P. (2014). Opakowania kosmetyków – aspekty towaroznawcze i marketingowe. Warsaw: IBRKiK.
Azib, S.S.B.A. (2019). Factors purchasing patterns of eco-friendly cosmetics and beauty care products [Bachelor thesis, Universiti Teknologi MARA]. Universiti Teknologi MARA Institutional Repository [Access: 15.05.2023]. Accesss on the internet: https://ir.uitm.edu.my/id/eprint/23600/1/PPb_SITI%20SYUHADA%20AB%20AZIB%20M%20BM%2019_5.pdf.
Bellomo, M. (2021). Sustainable cosmetics: the impact of packaging materials, environmental concern and subjective norm on green consumer behaviour [Master thesis, Louvain School of Management, Université catholique de Louvain]. DIAL Digital access to libraries Université catholique de Louvain [Access: 10.05.2023]. Access on the internet: https://dial.uclouvain.be/downloader/downloader.php?pid=thesis%3A31245&datastream=PDF_01&cover=cover-mem.
Bernard, M., Parker, L. (2021). The effect of conscious consumerism on purchasing behaviors. The example of greenwashing in the cosmetics industry [Bachelor thesis, Jönköping University International Business School]. DiVA Portal [Access: 10.05.2023]. Access on the internet: https://www.diva-portal.org/smash/get/diva2:1564552/FULLTEXT01.pdf.
Bui, T.Q., Nguyen, N.-T., Nguyen, K.K., Tran, T.-T. (2021). Antecedents Affecting Purchase Intention of Green Skincare Products: A Case Study in Vietnam. “Journal of Asian Finance, Economics and Businesss”, 8(3).
Cervellon, M.-C., Carey, L. (2011). Consumers' perceptions of 'green': Why and how consumers use eco-fashion and green beauty products. “Critical Studies in Fashion & Beauty”, 2(1). DOI: 10.1386/csfb.2.1-2.117_1.
Cervellon, M.-C., Rinaldi, M., Wernerfelt, A.-S. (2010). How Green is Green? Consumers’ understanding of green cosmetics and their certifications. “10th International Marketing Trends Conference”.
Chin, J. Jiang, B.C., Mufidah, I., Persada, S.F., Noer, B.A. (2018). The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. “Sustainability”, 10(11). DOI: 10.3390/su10113922.
Cousté, N.L., Martos-Partal, M., Martínez-Ros, E. (2012). The Power of a Package. “Journal of Advertising Research”, 52(3). DOI: 10.2501/jar-52-3-364-375.
Dimitrova, V., Kaneva, M., Gallucci, T. (2009). Customer knowledge management in the natural cosmetics industry. “Industrial Management & Data Systems”, 109(9). DOI: 10.1108/02635570911002243.
Firek, A., Dziadkowiec, J.M. (2020). Preferencje i zachowania konsumentów na rynku kosmetyków naturalnych. “Nauki Inżynierskie i Technologie”, 1(36). DOI: 10.15611/nit.2020.36.03.
Han, D.-K., Lee, H.-J., Paik, H.-D., Shin, D.-K., Park, D.-S., Hwang, H.-S., Hong, W.-S. (2016). Importance-Performance Analysis (IPA) of the selection attributes of functional cosmetics. “Journal of the Korea Academia-Industrial cooperation Society”, 17(6). DOI: 10.5762/kais.2016.17.6.527.
Jeong, H.-W., Hwang, C.-S. (2011). Consumer Acceptance of Cosmetics Labels and Satisfaction Levelwith Cosmetics after Purchase:Viewed by the Type of Distribution Channel. “Journal of the Korean Society of Clothing and Textiles”, 35(12). DOI: 10.5850/jksct.2011.35.12.1486.
Kahraman, A., Kazançoğlu, İ. (2019). Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products. “Business Strategy and the Environment”, 28(6). DOI: 10.1002/bse.2312.
Kantor, A., Hübner, R. (2019). Zachowania kobiet na rynku kosmetyków naturalnych. „Studia Ekonomiczne”, 379.
Kang, H.-K., Cho, H.-K. (2021). The Effect of Consumption Value on Eco Friendly Cosmetics Purchasing Behavior. “The Journal of the Korea Association”, 21.
Kapoggiani, M. (2011). Attitudes and intention toward organic cosmetics in Greece: an exploratory study [Master thesis, International Hellenic University]. International Hellenic University Repository [Access: 20.05.2023]. Access on the internet: https://repository.ihu.edu.gr/xmlui/bitstream/handle/11544/331/dissertation%2520maria%2520kapogianni.pdf?sequence=1.
Kapoor, R., Singh, A. B., Misra, R. (2019). Green Cosmetics – Changing Young Consumer Preference and Reforming Cosmetic Industry. “International Journal of Recent Technology and Engineering”, 8(4). DOI: 10.35940/ijrte.d6927.118419.
Kim, S., Seock, Y.-K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. “International Journal of Consumer Studies”, 33(6). DOI: 10.1111/j.1470-6431.2009.00817.x.
Konopacka-Brud, I. (2010). Kosmetyki naturalne czy „naturalne”? “Chemik”, 64(10).
Kozik, N. (2021). Rozpoznawalność certyfikatów kosmetyków naturalnych i organicznych wśród młodych konsumentów [In:] Popek, M., ed., Innowacje w kształtowaniu jakości wyrobów i usług. Gdynia: Wydawnictwo Uniwersytetu Morskiego w Gdyni.
Kozik, N. (2022). Types, Legal Aspects and Irregularities of Product Claims on Natural Cosmetics Packages: an Empirical Study. “39th International Business Information Management Association Conference (IBIMA)”.
Kuitunen, E. (2021). Green skincare in Finland and France: A Millennial perspective on Greenwashing [Bachelor thesis, Arcada University of Applied Sciences]. Open Repository Theseus [Access: 10.05.2023]. Access on the internet: https://www.theseus.fi/handle/10024/494885.
Lavuri, R., Jabbour, Ch.J.Ch., Grebinevyxh, O., Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. “Journal of Environmental Management”, 301. DOI: 10.1016/j.jenvman.2021.113899.
Lin, Y., Yang, Sh., Hanifah, H., Iqbal, Q. (2018). An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market. “Adm. Sci.”, 8(4). DOI: 10.3390/admsci8040071.
Lisińska-Kuśnierz, M. (2014). Food packaging as non-satisfactory communication instrument in opinion of consumers [In:] Cholewa, A., Kawecka, A., ed., Innovations in Product Development and Packaging. Cracow: Polskie Towarzystwo Towaroznawcze.
Lixandru, M.-G. (2017). Advertising for Natural Beauty Products: The Shift in Cosmetic Industry. “European Scientific Journal”, 13(12). DOI: 10.19044/esj.2017.v13n12p%p.
Ma, G., Rau, P.-L.P., Guo, Z. (2018). The Effects of Environmental Awareness and Consumption Value on Green Makeup Product Purchase Intentions. “Psychology”, 09(07). DOI: 10.4236/psych.2018.97110.
Market Research Future (2019). Natural and Organic Cosmetics Market Size, Share, Segmentation by Type (Skin Care, Hair Care, Oral Care, Makeup Cosmetics and Others), by Consumer Group (Male and Female), by Distribution Channel (Store-Based and Non-Store Based) – Global Forecast till 2027 [Raport] [Access 17.05.2023]. Access on the internet: https://www.marketresearchfuture.com/reports/natural-organic-cosmetics-market-7257.
Mazurek-Łopacińska, K. [ed.] (2016). Badania marketingowe. Metody, techniki i obszary aplikacji na współczesnym rynku. Warsaw: Wydawnictwo Naukowe PWN.
Mintel (2020). Global Beauty and Personal Care Trends 2030 [Access: 9.05.2023]. Access on the internet: https://www.mintel.com/beauty-trends-2030.
Mobile Institute (2021). Green Generation 2021. Wspólnie na rzecz Ziemi. Raport [Access: 9.05.2023]. Access on the internet: https://s.mobileinstitute.eu/pub/429be3e5cbfd899
f894d5d86b453e6eca92750d9/GreenGeneration_WspolnieNaRzeczZiemi_2021.pdf.
Mohamad Daud, F.N., Hee, O.C. (2021). The Mediating Role of Brand Love in Predicting Green Purchase Behaviour of Organic Cosmetic Products. “International Journal of Academic Research in Business and Social Sciences”, 11(6). DOI: 10.6007/ijarbss/v11-i6/8487.
Moslehpour, M., Chaiyapruk, P., Faez, S., Wong, W.-K. (2021). Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products. “Sustainability”, 13(23). DOI: 10.3390/su132313385.
Naturativ (2018). Raport Slow life w Polsce 2018 [Raport] [Access: 9.05.2023]. Access on the internet: https://www.naturativ.pl/raportslow/.
Newerli-Guz, J. (2011). Walory ekologiczne jako czynnik budowy przewagi konkurencyjnej na rynku produktów kosmetycznych. “Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług”, 73.
Oh, Y.-K. (2020). Effects of Cosmetics Purchase Decision Factors of Female University Students in Korea and Taiwan on the Korea Cosmetics Satisfaction. “Asian Journal of Beauty and Cosmetology”, 18(4). DOI: 10.20402/ajbc.2020.0086.
Pawlik, A., Niewęgłowska-Wilk, M., Kalicińska, J., Śpiewak, R. (2017). Kosmetyki „naturalne”, „biologiczne” i „ekologiczne”. Gwarancja bezpieczeństwa czy marketing? “Kosmetologia Estetyczna”, 2.
Organic Trade Association (2021). 2021 Organic Industry Survey [Raport] [Access: 9.05.2023]. Access on the internet: https://ota.com/organic-market-overview/organic-industry-survey.
Polski Związek Przemysłu Kosmetycznego (2019). Dobre Praktyki Deklaracji Marketingowych i Reklamy Kosmetyków. Przewodnik techniczny Polskiego Związku Przemysłu Kosmetycznego. Wersja 4 [Broszura] [Access: 9.05.2023]. Access on the internet: https://www.kosmetyczni.pl/uploads/dokumenty/Kosmetyczni.pl_Dobre%20Praktyki%20Reklamy_przewodnik.pdf.
Półtorak, A., Niewęgłowska-Wilk, M., Śpiewak, R. (2014). Kosmetyki „naturalne”, „biologiczne” i „ekologiczne”: występowanie substancji potencjalnie niebezpiecznych w deklarowanym przez producenta składzie produktów. “Estetologia Medyczna i Kosmetologia”. DOI: 10.14320/emk.2014.008.pl.
Przewoźna-Skowrońska, A., Dewicka, A. (2016). Wpływ opakowania na zachowania konsumentów. “Zeszyty Naukowe Politechniki Poznańskiej Organizacja i Zarządzanie”. DOI: 10.21008/j.0239-9415.2016.071.18.
Purwaningsih, I., Surachman, S., Pratikto, P., Santoso, I. (2019). Influence of packaging element on beverage product marketing. “International Review of Management and Marketing”, 9(6). DOI: 10.32479/irmm.8831.
Randiwela, P., Mihirani, N. (2015). Consumer Buying Behaviour and Attitudes Towards Eco- Friendly Fast-Moving Consumer Goods – Cosmetics & Personal Care Products. “2015 Cambrindge Business & economics Conference”.
Rebollar, R., Gil, I., Lidón, I., Martín, J., Fernández, M.J., Rivera, S. (2017). How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain. “Food Research International”, 99. DOI: 10.1016/j.foodres.2017.05.024.
Sabahat, S., Emadul, K. (2019). Consumer Buying Behavior: Organic Cosmetics versus Non-Organic Cosmetics [Bachelor thesis, Greenwich University Karachi, Pakistan]. Munich Personal RePEc Archive [Access: 9.05.2023]. Access on the internet: https://mpra.ub.uni-muenchen.de/110098/1/MPRA_paper_109973.pdf.
Sadiq, M., Adil, M., Paul, J. (2020). An innovation resistance theory perspective on purchase of eco-friendly cosmetics. “Journal of Retailing and Consumer Services”, 102369. DOI: 10.1016/j.jretconser.2020.102369.
Sajinčič, N., Gordobil, O., Simmons, A., Sandak, A. (2021). An Exploratory Study of Consumers’ Knowledge and Attitudes about Lignin-Based Sunscreens and Bio-Based Skincare Products. “Cosmetics”, 8(3). DOI: 10.3390/cosmetics8030078.
Salve, P.P., Pabalkar, V., Roy, T.K. (2021). Consumers Price Sensitivity towards Marketing Claims for Eco-Friendly Cosmetics. “PalArch’s Journal of Archaeology of Egypt / Egyptology”, 18(4).
Sharma, M., Deka, J., Trivedi, P. (2021). A paradigm shift in consumer behaviour towards green cosmetics: an empirical study. “International Journal of Green Economics”, 15(1). DOI: 10.1504/ijge.2021.10040171.
Shimul, A.S., Cheah, I., Khan, B.B. (2022). Investigating female shoppers’ attitude and purchase intention towards green cosmetics in South Africa. “Journal of Global Marketing”, 35(1). DOI: 10.1080/08911762.2021.1934770.
Singhal, A., Malik, G. (2019). The impact of Consumer Value Positioning on Female Consumer Related to Green Cosmetic Products. “IJEEFUS”, 9(3).
Šniepienė, G., Jankauskienė, R. (2021). Organic Personal Care Cosmetics: Behavior of Choice and Consumption. “Proceedings of CBU in Medicine and Pharmacy”, 2. DOI: 10.12955/pmp.v2.190.
Soil Association (2017). Campaign for clarity. Soil Assosciation. Come clean about beauty [Raport] [Access: 10.05.2023]. Access on the internet: https://www.soilassociation.org/media/11393/c4c-report-3.pdf.
Statista (2019). Market value for natural and organic beauty worldwide 2018–2027 [Access: 19.05.2023]. Access on the internet: https://www.statista.com/statistics/673641/global-market-value-for-natural-cosmetics/.
The Benchmarking Company (2008). The Age of Naturals [Access: 9.05.2023]. Access on the internet: https://benchmarkingcompany.com/product/the-age-of-naturals/.
The Derm Review (2022). Is ‘Natural’ Skincare Really Natural? [Access: 9.05.2023]. Access on the internet: https://thedermreview.com/natural-skincare-study/.
Vergura, D.T., Zerbini, C., Luceri, B. (2019). Consumers’ attitude and purchase intention towards organic personal care products. An application of the S-O-R model. “Sinergie Italian Journal of Management”, 38(1). DOI: 10.7433/s111.2020.08.
Wiwatanapusit, W. (2017). A study of consumer behavior toward organic skin and personal care products [Master thesis, Thammasat University]. Thammasat University Digital Collections [Access: 19.05.2023]. Access on the internet: http://ethesisarchive.library.tu.ac.th/thesis/2017/TU_2017_5902040921_8431_6721.pdf.
Zollo, L., Carranza, R., Faraoni, M., Díaz, E., Martín-Consuegra, D. (2021). What influences consumers’ intention to purchase organic personal care products? The role of social reassurance. “Journal of Retailing and Consumer Services”, 60. DOI: 10.1016/j.jretconser.2020.102432.
Żyngiel, W., Platta, A. (2015). Oczekiwania konsumentów wobec preparatów kosmetycznych pochodzenia naturalnego wykorzystywanych w zabiegach SPA & Wellness. “Handel Wewnętrzny”, 1(354).
LEGAL ACTS
Commission Regulation (EU) No 655/2013 of 10 July 2013 laying down common criteria for the justification of claims used in relation to cosmetic products. OJ L 190/31.
Regulation (EC) No 1223/2009 of The European Parliament and of The Council of 30 November 2009 on cosmetic products. OJ EU L 342/59.