A research about the reflection of vegan cosmetic products as a green marketing element on the purchasing preferences of young generations

Recently, sensitivity towards the environment and environmental problems has significantly affected both the marketing field and consumer behavior. As consumers turn to environmentally friendly products and services, awareness of environmentally friendly responsibility has begun to emerge in marketing practices, resulting in the concept of green marketing. A significant part of green marketing research consists of the purchasing behavior of green consumers. Environmentally conscious consumers, in addition to products that meet their basic needs, also expect the cosmetic products they purchase to be environmentally friendly. Acting in line with this aim, the study includes examining the reflection of vegan cosmetic products, an element of green marketing, on the purchasing preferences of young consumers. In this context, in-depth interviews were held with young consumers who adopt a vegan/vegetarian consumer lifestyle. The findings of the research were collected as a result of face-to-face and online interviews with 18 participants. As a result of the research, it was revealed that vegan cosmetic products have an impact on the purchasing behavior of young consumers with a vegan/vegetarian identity, in accordance with certain criteria, and that there are deficiencies in the cosmetics industry's marketing communication efforts for vegan products.