Consumer values in the Brazilian market for ethical cosmetics

Abstract

Purpose

The purpose of this paper is to identify the personal values of consumers of ethical cosmetics in Brazil, using the resulting personality types to segment consumers for the development of strategies by Brazilian retailers and international players.

Design/methodology/approach

This study administered the psychometric Values and Lifestyles Scale (VALS) via an online survey with 302 consumers of ethical cosmetics. First, exploratory factorial analysis was employed to identify the behavior of VALS' factors within the sample. Second, cluster analysis was performed using hierarchical clustering technique in order to link demographic variables and VALS' types to form specific consumer profiles.

Findings

The study found eight VALS types in the sample respondents but with a different configuration than the original factors. They were named, respectively, “Avant-garde”, “Oriented to fashion”, “Artisans”, “Committed to morality and religion”, “Leader of a group”, “Theoretical”, “Ingenious” and “Conservative”. Results indicated a demographically homogeneous sample with personality profiles mostly placed among VALS' original factors “Experiencer”, “Thinker” and “Innovator”.

Research limitations/implications

Results may vary within other cultural contexts and different means of investigation suggesting future research opportunities.

Practical implications

Ethical demands concerning health and environmental preservation are no longer neglectable. The study of consumers' personal values can contribute to formulate suitable retail strategies for expected demands of consumers in the ethical cosmetics segment.

Originality/value

These findings are expected to provide resources for decision-makers, academics, practitioners and marketers concerning several points of sensitivity in their relationship with ethical consumers.

Citation

Graciano, P., Gularte, A.C., Lermen, F.H. and de Barcellos, M.D. (2022), "Consumer values in the Brazilian market for ethical cosmetics", International Journal of Retail & Distribution Management, Vol. 50 No. 4, pp. 458-478. https://doi.org/10.1108/IJRDM-01-2021-0040