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The Conceptual Framework of the Impact of Cruelty-Free and Vegan Logos on Consumer Purchase Intention towards Cosmetics in the United States

Author

Listed:
  • Athira Inara Mahir Effendi

    (Faculty of Business and Management, UiTM Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka, Malaysia)

  • Ngau Duo Seng

    (Faculty of Business and Management, UiTM Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka, Malaysia)

  • Syahiru Shafiai

    (Faculty of Business and Management, UiTM Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka, Malaysia)

Abstract

The increasing demand for ethical and sustainable cosmetics by consumers has underlined the need for an understanding of the factors that influence purchase intentions in this market. This research will investigate the impact of cruelty-free and vegan certification, pro-environmental attitude, logo recognizability, and altruism on consumers’ purchase intentions within the United States market. Indeed, according to international studies’ findings, there is a strong indication that eco-labels are positively related to purchase behavior, focusing on credible certification as a means to strengthen consumers’ trust in products. Furthermore, pro-environment attitudes and altruistic values seem to drive ethical consumption importantly, while recognizable logos act as visual cues associated with the reinforcement of trust and brand preference. These results provide some useful implications for marketers to align their strategies with growing consumer interest in sustainability and ethical practices. In addition, recommendations for future research should be empirically conducted in the U.S. context and should examine other factors like cultural nuances, social media, and financial considerations in order to view ethical consumer behavior more comprehensively.

Suggested Citation

  • Athira Inara Mahir Effendi & Ngau Duo Seng & Syahiru Shafiai, 2025. "The Conceptual Framework of the Impact of Cruelty-Free and Vegan Logos on Consumer Purchase Intention towards Cosmetics in the United States," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 3755-3763, August.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-8:p:3755-3763
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    References listed on IDEAS

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