An Exploratory study on consumer attitudes of Capetonian Female Millennials’ towards natural skincare product consumption.

Abstract

Natural skincare is the fastest growing industry within the green cosmetic field. The increase in popularity of these products is due to their minimal environmental impact and perceived consumer safety. Millennials, specifically females, are known at the forefront of green product purchases globally. Research indicates that a positive attitude towards natural products usually results in purchase behaviour; however, this assumption may cause natural skincare producers and marketers astray without understanding what contributes to the formation of their attitudes. South Africa has abundant natural plant species to produce commercial natural skincare, creating a unique economic opportunity. This qualitative study aimed to understand female millennial consumers' attitudes towards natural skincare product consumption and investigate whether these attitudes translate into purchase behaviour. The data collection method consisted of semi-structured interviews where six female Millennials based in Cape Town were interviewed via Zoom. The findings indicate that consumers' attitudes towards natural skincare may be positive; however, the minority purchase and incorporate these products into their daily skin care regime. It was further found that environmental concern and trust play the most significant role in forming an attitude that translates into actionable purchase behaviour. These findings aim to further contribute to the existing knowledge of consumer attitudes towards natural skincare, hoping to entice further research to expand the natural skincare industry within South Africa.