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Kandidatafhandling: Vildledende Markedsføring I Kosmetikbranchen Deceptive Marketing in the Cosmetic Industry

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Kandidatafhandling: Vildledende Markedsføring I Kosmetikbranchen Deceptive Marketing in the Cosmetic Industry Kandidatafhandling: Vildledende markedsføring i kosmetikbranchen Deceptive marketing in the cosmetic industry Udarbejdet af: Shabana Anjum Chaudhry Vejleder: Jesper Clemens Afleveringsdato: Enhedssats: Uddannelse: Cand. Merc. EMF, Institut for afsætningsøkonomi, Copenhagen Business School Executive Summery Purpose: Many women use cosmetics to feel more attractive. Despite the financial crisis, the cosmetics industry is still in growth. There has been a change in the consumers' lifestyles, and increasingly many are more health- and environmentally conscious and the demand for natural and organic products are therefore growing. The purpose of my thesis is to examine misleading marketing and define/look into what might be misleading to the consumers, and discuss the problem and some solutions. It has been clinically proven that some chemicals, commonly used in cosmetics, may have a hormonal effect. Some chemicals can, for example, cause something as severe as malformation of the male sexual organs on baby boys. It has been proved that perfume can cause chronic skin diseases. Therefore it is necessary to prevent consumers, who prefer environmentally friendly products, from being exposed to greenwashing. Design/methodology/approach: The study is based on qualitative research in form of interviews with 16 female participants. I have carried out detailed interviews, in the cosmetics department of a store where the consumers have been in a buying situation. The interviews took place in Copenhagen, Denmark and included: Cosmetic usage, brand and product attitude, brand personality, brand loyalty and influence of reference group in buying decision. Findings: Consumers are experiencing misleading marketing of cosmetics as greenwashing and among clinical brands. Some consumers discover that they have been misled, where others do not. Brands which are promoted in a way, where it’s not in line with the real brand personality, consumers get misled. Consumers get mislead by if a brand supports the ethics of an environmentally friendly project without following through on environmental requirement. Consumers do not have enough knowledge about all “the bad” ingredients, with is used in cosmetics, there have to be more awareness. The problem is it’s too complex for the consumer to understand the ingredients, and must trust the shop assistant, who does not have enough knowledge. Research limitations/implications: Greenwashing can have consequences for the cosmetic industry, consumers, and society. If a brand loses its credibility, it can destroy the brand's image, which can have major financial consequences for manufacturers. If the government does not act upon misleading marketing and the problems that it causes, and if the manufacturers do not become more transparent and honest about the ingredients of their products, it could likely become too difficult for consumers to distinguish natural, environmentally friendly products from products that do not have these qualities. If governments, manufacturers, and consumers do not act and take responsibility, it can have major consequences for the environment, for today-s children, and for future generations. 1. Indledning........................................................................................................................................ 7 2. Beskrivende del: .............................................................................................................................. 8 2.1 Forbruger trends ..................................................................................................................... 8 2.2 Vildledende Markedsføring................................................................................................... 10 2.3 Problematiske stoffer i kosmetiske produkter...................................................................... 12 3. Baggrund for problemformulering................................................................................................ 15 3.1 Problemformulering:............................................................................................................. 16 3.2 Begrebsdefinition .................................................................................................................. 16 3.3 Afgrænsning.......................................................................................................................... 17 3.4 Struktur.................................................................................................................................. 18 4. Den Teoretiske referenceramme .................................................................................................. 19 4.1 Theory of planned behavior .................................................................................................. 19 4.1.1 Kritik af Theory of Planned Behavior............................................................................ 19 4.1.2 Theory of Planned Behavior .......................................................................................... 20 4.1.2.1 Social Norm ............................................................................................................... 22 4.1.2.2 Attitude...................................................................................................................... 24 4.1.2.3 Percieved Behavioral Control.................................................................................... 26 4.1.2.4 Købsintention ............................................................................................................ 27 4.2 Brand ..................................................................................................................................... 30 4.2.1 Brand Personality .......................................................................................................... 30 4.2.2 Brand loyalitet ............................................................................................................... 33 4.3 Opsummering........................................................................................................................ 35 5. Brancheanalyse ............................................................................................................................. 35 5.1 Myndighederne..................................................................................................................... 36 5.1.1 Markedsføringslovgivning ............................................................................................. 36 5.2 Producenter........................................................................................................................... 40 5.2.1 Brands/udbyder............................................................................................................. 40 5.2.2 Kategorier...................................................................................................................... 42 5.2.3 Produkter....................................................................................................................... 42 5.2.4 Tilgængelighed .............................................................................................................. 43 5.2.5 Indtrængningsbarriere .................................................................................................. 44 5.2.6 Konkurrencesituation.................................................................................................... 45 5.3 Forbrugere............................................................................................................................. 46 5.3.1 Pris................................................................................................................................. 48 5.4 Opsummering........................................................................................................................ 48 6. Metode.......................................................................................................................................... 49 6.1 Paradigmeafklaring................................................................................................................ 49 6.2 Kvalitative vs. kvantitative studier ........................................................................................ 50 6.3 Reliabilitet & Validitet ........................................................................................................... 51 6.4 Dataindsamling...................................................................................................................... 54 6.5 Interviewmetode................................................................................................................... 55 6.6 Interviewguide....................................................................................................................... 56 6.7 Spørgeguide........................................................................................................................... 57 6.8 Valg af respondenter............................................................................................................. 58 6.9 Tid, sted lokale osv. ............................................................................................................... 58 6.10 Erfaringer............................................................................................................................... 59 7. Kvalitativ Analyse .........................................................................................................................
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