Ethics factors influence mainly on buying decisions
Ethics is one of the major factors influencing consumer buying behaviour in Britain. The more consumers aware of global issues, such as pollution and climate change, the more beauty brands have to do to satisfy this demand.
According to Sagentia research, British beauty buyers often consider value, functionality and ethics to be the most important when making their decisions. Many people may not think why ethics is listed as one of the most relevant factors influencing consumer buying behaviour.
Beauty products buying behaviour is turning to put more appreciation on ethics factor. According to research of a product and technology development consultancy based in Cambridge named Sagentia, roughly four out of five British adults argue that beauty brands should put more attention to ethical products and sustainable development. The opinion of women towards this issue even is stronger than that of men, with 85% and 73% saying more efforts on ethics should be put respectively.
The research carried out by Sagentia commissioned a poll of 2,029 British adults to discover the buying behaviour of consumers. The criteria brought into the poll are personal care products, including body wash, cleansers, moisturiser and shaving gel.
The factors influencing the consumer buying decision, as the result of the survey, are not too surprised. Responses pointed out that when making buying decisions, British beauty shoppers consider ethical and sustainability credentials a little bit more important than sensory factors, such as fragrance (34% versus 31%). Values for money (67%) and functional benefits (54%) are still in the top priorities.
The result of the survey, according to Sagentia, reveals the considerable influence of climate change on the purchasing behaviour of consumers. It is changing the ideas of good products and raises the expectations for beauty brands. Buyers nowadays want personal care and beauty products that give them good feelings when using. It is not only about the prices and secured feeling when using products but also about what they are contributing something to the environmental trend.
The ethics factor is considered to be one of the major factors affecting buying decision process shows that most consumers want personal care and beauty companies to having more responsibility towards some noticeable problems such as climate change and pollution.
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