Ökokosmeetika turundamisest –tarbija teadlikkuse roll

Abstract

Ökokosmeetika on tänapäeva ühiskonnas tõusev trend. Viimaste aastate jooksul on tekkinud kauplustesse juurde suur hulk öko-, loodus- ning mineraalkosmeetikat. Töö eesmärgiks on uurida tarbijatenende teadlikkust ökokosmeetika olemuse kohta, samuti tarbijate valmidust ökokosmeetika toodete ostmiseks ning analüüsida nende ostuotsust mõjutavaid tegureid antud toodete ostmisel. Uurimustöö raames saadi ankeetküsitlusega tagasisidet 77 inimeselt. Neist 61 olid tavatarbijad ja 16 metoodika osad tutvustatud teadlikud tarbijad. Töö autori arvates tuleks valdkonnale kasuks, kui Euroopa Liit alustuseks töötaks välja üheselt mõistetavad definitsioonid nii öko-, loodus-, kui mineraalkosmeetikale. Hetke seisuga on väga keeruline anda kindlat definitsiooni ökokosmeetikale. Samuti puuduvad Eesti toodetele sertifitseerivad märgised, mis aga oleks väga vajalikud.

Natural and organic cosmetics have shown great popularity in our modern society. Over the last few years the variety of natural, organic and mineral cosmetics, found in beauty stores, has greatly increased. In order to examine consumer’s awareness of natural and organic cosmetics the author interviewed two different groups of consumers. One group included average consumers, who do not prefer organic products over non-organic products while making their everyday shopping decisions. The objective of this paper is to examine consumer awareness of the nature of organic cosmetics, consumer’s willingness to purchase organic products and also to analyze the factors influencing consumer’s purchasing decisions. The empirical part is based on information gathered from the feedback received from 77 respondents, including 61 average consumers and 16 conscious consumers. To summarise, the author of the thesis is of the opinion that The European Union should develop unambiguous definitions for natural, organic and mineral cosmetics. At the moment it is very difficult to give a specific definition to these types of cosmetics. There is also need for certain labels that could be used to recognize organic cosmetics made in Estonia.