Brand messaging shapes consumer choices in vegan cosmetics

Major cosmetics retailers such as Sephora, Ulta and Amazon now showcase sections featuring vegan cosmetics, highlighting products that are sustainable, eco-friendly and cruelty-free. This expansion reflects changing consumer preferences, with individuals increasingly mindful of their purchase decisions, often aligning their choices with ethical values.

Dr. Mona Safizadeh, a doctoral candidate at the University of Rhode Island's College of Business, is investigating this trend, noting that the cosmetics industry has witnessed a surge in vegan and sustainable products in recent years, with the global market worth billions of dollars. However, research examining the influences on consumers' preferences for these products has been limited, with basic questions about the impact of animal-welfare or environmental-benefit messages remaining largely unanswered.

Safizadeh's study, published in the journal Psychology & Marketing, reveals that animal-welfare messages tend to generate stronger consumer preferences for vegan cosmetics than environmental-benefit messages, primarily because they evoke feelings of pride. This positive emotion plays a more significant role than the guilt typically associated with purchasing nonvegan products.

The research also indicates that individuals' future-oriented thinking—whether they concentrate on immediate concerns or long-term environmental benefits—can impact their responses to advertising. Brands seeking to appeal to consumers who value ethics and environmental concerns should prioritize crafting positive emotions around their purchases rather than relying solely on guilt-inducing messages.

Understanding consumers' perspectives on the future, rather than relying solely on age demographics, is crucial for effective marketing strategies.