Consumer Attitudes Towards Vegan Beauty Products in the UK Market

Critical literature review

Table of Contents
TITLE: CONSUMER ATTITUDES TOWARDS VEGAN BEAUTY PRODUCTS IN THE
UK MARKET........................................................................................................................3
INTRODUCTION ..........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
Planing of research.................................................................................................................4
Theoretical review..................................................................................................................4
Integrative review...................................................................................................................7
Synthesize the literatures......................................................................................................12
Explanation...........................................................................................................................18
CONCLUSION .............................................................................................................................21
REFERENCES .............................................................................................................................23

TITLE: CONSUMER ATTITUDES TOWARDS VEGAN BEAUTY PRODUCTS IN THE UK
MARKET
INTRODUCTION
People's awareness regarding personal beauty products are high in respect of current
consumption as interest of people is increasing in terms of using products made up of natural
ingredients and sold along with sustainable packaging and various green elements. This research
report is associated with consumer attitude in respect of vegan beauty products and under this
qualitative research is going to be used (Phua, Jin and Kim, 2020). In current time vegan
cosmetics is regarded as the new trend in which potential change in customer attitude is being
seen that may be highly supportive for beauty industry. This study is examining consumer
attitude or inclination in respect of using green standards and regulations so that biotechnological
natural ingredient can be utilised in clear manner. Cosmetic companies are concentrated over
dealing with economic challenges so that to provide positive impact to their customers and to
environment as well. When powerful chemical are used by businesses in making cosmetic
products then this will pollute environment and overall demand of that particular product within
market will be decreased. In current time there are various trends which are followed by
individual as in context of meeting obligation of people and giving them ultimate benefits. The
awareness of people in context of health are increasing as industry of cosmetics are taking hype
in significant manner. The summit of cosmetic attention is wholly dedicated over minimising
environmental issues, packaging and natural ingredient. These are the aspects in which focus is
required to be drawn by various businesses so that market discrepancies can be tackled. The
current study is aimed at analysing some ways by which consumer attitude can be judged. The
study is helpful in analysing such aspects by which consumer attitude and behaviour can be
influenced. Besides this the study is aiming to analyse such inclination of customers in relation to
sustainability and consciousness (Borges and Paananen, 2020). The beauty market is associated
with providing ultimate satisfaction to customer but at the same time vegan products are still
dealing with minority and the question is raised that how beauty industry is growing and dealing
with consumer attitudes. Health consciousness is increasing day by day and this is denoted as the
major reason that why significance of people towards beauty products are increasing. A buyer is
motivated to buy something if the same product or service is aligned with understanding their

needs and demands. In this manner decision making activities are performed by an individual
and alignment can be performed as in relation to providing direction to vegan products. Health
consciousness and environmental consciousness are the major two factors by which purchase
intention of customers are impacted so in this report various concepts and issues along with
advantages of vegan products are enlightened through which decision making process of
customers takes place.
LITERATURE REVIEW
Planing of research
There are three major aspects which are undertaken in order to carry out this literature review
such as:
 The concept of vegan cosmetic product
 Present trend of vegan product in the UK
 Issues of the vegan products along with their advantages
For identifying authentic literature review I analysed all those sources which are written by
writers and authenticated by some publications. As in order to provide authentication over such
articles I took articles from famous author in order to take out clear and reliable data for writing
in literature review.
Theoretical review
The concept of vegan cosmetic product
According to Choi and Lee (2021), A product is vegan when does not include any animal
ingredients or animal derived ingredients. It is consisting of but is not limited to honey, bassbox,
collagen, lanolin, carmine and many others. Vegan cosmetics have proven to be better for those
who have sensitive skin due to they are agitated of fewer ingredients than some non vegan
cosmetics. Additionally, extra ingredient can enhance the possibility of developing a rash, acne,
dry skin and so on. As per the Sarah Villafranco, MD, Doctor and founder of Osma Organics,
Vegan beauty means that products are making with zero animal based ingredients inside it. The
meaning of Vegan is product does not use animal derived ingredients and it should mean that the
item has not been tested on animals (Wrenn, 2019). Such as, Sugar for example, is sometimes
prepared using charred bone that would render that ingredient non vegan. When people really
want to true vegan life style so they are deciding to do not spend money on non vegan products

and use only vegan products. It mean they do not eat honey, wear leather or wool or use
beeswax. For those who select veganism in context of ethical environment purpose and they able
to trust the labels on their beauty products. When people prefer to use vegan products so increase
possibilities to neglect animal products in their beauty routine too. All things are depending on
the consumer ethics and distinction is becoming more and more in demand as education
surrounding beauty products grows. When a beauty products are marked as vegan so it means the
same thing a vegan diet does. According to this label consumer understands that product does not
contain any animal or its by products in it. Therefore, this does not mean it is not including any
chemicals and also do not apply on animals for testing procedure. In vegan products consist of
The Nature's co. and plum goodness (Karcz and Królak-Olejnik, 2020).
Present trend of vegan product in the UK
According to Butler (2019), In the market of UK adoption of vegan products are
increasing as these products are helpful in attaining environment sustainability. Over the past 5
years more than 175% increment is seen in context of adoption of vegan brand. When in market
new players get their entry then brand image of previously existed brand may decrease and in
order to stay adhere to recent trend this is imperative that business get initiation in respect of
understanding consumer demands. The market of global cosmetics is projected to reach USD
20.8 billion by 2025 which is increasing the trend of vegan cosmetics in global market. Rapid
change in global market is influencing market as in current time consumers are not inclined
towards products those are producing cruelty. Besides this E-commerce websites are
continuously providing awareness in the market as in respect of vegan products which is
advantageous for environment friendly business practices. In the recent study this is being
analysed that choices within vegan cosmetic products are continuously increasing due to which
new product are launched by such organisation in regular manner. Skin care products are
dominated by market and in this manner consumer preference is being provided with high ease
to access diversified product portfolio. There are various factors through which demands and
trend of vegan products within cosmetic get increased and some of them are enlightened as
under:
Social surrounding: In context of cosmetic product attitude and preferences of customers are
playing significant role in order to facilitate various actions within business. Consumers are
willing to have such products by which their needs can be satisfied. Word of mouth is the major

strategy which can be used by businesses when they are putting efforts in order to lead to some
favourable outcomes. By mouth to mouth real views can be collected by customers and this
would lead them to gain knowledge regarding usage of vegan product.
Marketing and media techniques: Marketing communication mix is regarded as one of
significant tool in which businesses can deal with competitive market in effective manner. In
recent trends businesses are using prominent marketing techniques so that to get appropriate
reach over market.
Issues of the vegan products along with their advantages
According to Cheng A (2019), vegan products are defined as the products in which zero
negative impact is given to people health and environment as well. There are various celebrities
are endorsed with these brands in order to provide appropriate market presence and reach of
customers. The major issue associated with Vegan cosmetic products are that they are costly due
to which can't be afforded by each and every class of people. As in terms of advantages vegan
products are not providing any harm to the atmosphere and health of user as well. Besides this no
harm to any sort of animal is given during manufacturing of vegan products due to which various
environment problems related to soil and water can be minimised. When a person is having
allergy prone skin then this is beneficial for them that they use skin friendly and vegan products
over their skin. Vegan cosmetics do not give any harm to skin of use due to which various
reactions over the skin can be minimised by user.
In current time customers are highly conscious regarding adopting vegan products as they
firstly ensure that these are providing appropriate health benefits or not. For example when a
product is assuring that it contains keratin which is good for hairs then before buying the same,
customer test each and every aspect so that possible buying decision can be made by them. The
major problem associated with vegan products is that these are very costly due to which this is
not affordable by each and every people. In current scenario customers are knowing regarding
what is going on with product so by understanding the concept of vegan products this is
imperative that impacts will also be understood by customers. There has been approach called
vegan approach in which by product are developed. This is seen that various aspects in which
testing over environment is provided so that lesser harm is given to people and business.
According to Abedin and et. al., (2020), This is being analysed that there are numerous
factors which are being considered by businesses those are creating future disadvantages and