Kozmetik ürünlerin tüketimiyle ilgili olarak vegan tüketicilerin talepleri ve beklentileri üzerine bir inceleme

The aim of the present study is to analyze the demands and expectations of vegan consumers regarding cosmetics. Veganism has gone from a refusal to consume animal-derived products to an ethical, environmentally aware, and health-directed consumer profile. It is in this setting that the cosmetics industry has turned into one of the key points of interest for vegan consumers, with sensitivities related to animal content and animal testing. The factors considered by vegan consumers while choosing cosmetic products from the study were discussed, like product content, no animal testing, and environmentally friendly packaging, along with expectations about these issues. The research was performed with the help of an in-depth interview method; the results showed the tendency of vegan consumers towards transparency and ethical production processes, and certified products. Besides that, this attention was given to the currently increasing demands of this consumer group towards brands in the sustainability, environmental awareness, and social responsibility sectors. Therefore, these findings will shed light on the strategies cosmetic brands should consider when appealing to the vegan consumer segment.