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A Cross-Sectional Study on Ethical Buyer Behavior towards Cruelty-Free Cosmetics: What Consequences for Female Leadership Practices?

Author

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  • José Magano

    (Research Center in Business and Economics (CICEE), Universidade Autónoma de Lisboa, 1150-293 Lisbon, Portugal
    Higher Institute of Business and Tourism Sciences (ISCET), 4050-180 Porto, Portugal)

  • Manuel Au-Yong-Oliveira

    (INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal
    GOVCOPP, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Bruna Ferreira

    (Higher Institute of Business and Tourism Sciences (ISCET), 4050-180 Porto, Portugal)

  • Ângela Leite

    (Faculdade de Filosofia e Ciências Sociais, Universidade Católica Portuguesa (Braga), 4710-362 Braga, Portugal
    School of Human and Social Sciences (ECHS), University of Trás-os-Montes and Alto Douro (UTAD), 5001-801 Vila Real, Portugal)

Abstract

This study extends the theory of planned behavior model and examines the humane factors (altruism, environmental knowledge, personal appearance concerns, attitude, perceived behavioral control, and subjective norms) that shape attitudes and buyer behavior toward cruelty-free cosmetics and the consumer characteristics that reflect their behavior toward such products. Recent global occurrences have affected human behavioral patterns, namely, the COVID-19 pandemic, which we aim to study. Has behavior changed to become more ethical? A survey was carried out involving a sample of 425 Portuguese participants (a feminine culture), following a convenience- and snowball-sampling procedure. Significant correlations were found between environmental knowledge, subjective norms, and buyer behavior toward cruelty-free cosmetics with attitude and environmental knowledge and buyer behavior. Through structural equation modeling to evaluate the conceptual model, a good model fit was found, being that standardized values in the model are significant except for regressions from perceived behavior control and personal appearance concerns to buyer behavior toward cruelty-free cosmetics. Women present higher values than men on attitude, altruism, environmental knowledge, and buyer behavior, in line with what is expected in a traditional and conservative feminine culture such as that to be found in Portugal. Such a result points to the need to promote increased gender equality, for example, in senior leadership roles, as women are seen to have the desirable qualities required for a more sustainable, cruelty-free, and humane society. This is an alert for human-resource managers in the region.

Suggested Citation

  • José Magano & Manuel Au-Yong-Oliveira & Bruna Ferreira & Ângela Leite, 2022. "A Cross-Sectional Study on Ethical Buyer Behavior towards Cruelty-Free Cosmetics: What Consequences for Female Leadership Practices?," Sustainability, MDPI, vol. 14(13), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:7786-:d:848296
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    References listed on IDEAS

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    Cited by:

    1. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.

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