The Influence of Guilt on Consumer Behavior when Purchasing Cosmetics Tested on Animal

The thesis is devoted to the research of the influence of guilt on consumer behavior when buying cosmetics tested on animals. Today ecological marketing becomes the most important trend for modern companies all over the world and in the Russian Federation. That is why the study of the problems of the influence of guilt on consumer behavior of cosmetic products tested on animals is of significant relevance for modern ecological brands in the context of ecological marketing development. The structure of the work includes Introduction, three chapters, Conclusion and List of references. The first chapter is theoretical, as it provides a consistent analysis of previous experience in studying guilt as a factor of consumer behavior. The second chapter deals with the methodology of the empirical study among frequent cosmetics buyers of different age and social status. The third chapter conducts regression analysis and discusses the results of the empirical study to conclude how guilt affects the buying behavior of consumers in Russia when purchasing cosmetics tested on animals. In the course of the work, approaches to the classification of buyer behavior patterns were highlighted, which are also applicable to the consumption of cosmetic products. And also it was found out that environmental factors occupy an important place in the motivation of modern consumer, but consumers experience not enough intense guilt when buying cosmetic products that were tested on animals to significantly change consumer behavior.