Natural and organic cosmetics : consumer willingness to purchase and willingness to pay for labels

Summary

The last couple of years, the interest for the environment has been and still is rising. Images of the amounts of plastic in our oceans, the rising need for green-energy sources and polluted air in big cities made people aware of their own environmental impact (Cervellon et al., 2011). They realise a lot of damage is caused by their purchasing behaviours and lifestyles. Increasing interest in preserving the environment takes place, and for consumers this means a larger interest in more sustainable products such as organic food and also organic cosmetics (Dossier Duurzaam, 2017).