| Summary: | Veganism is a growing trend with a lot of business potential for new ingredients. In preparing for the vegan cosmetics market, the Arctic Berry Wax needs to prepare to fulfil the market requirements. Due to the lack of understanding of the veganism consumer, this thesis work aims to discover the motivators and barriers in daily life. The main subjects are young female (18 – 35 years old) vegan, vegetarian and flexitarian consumer in Finland (n=8). The research method is combined semi-structured interview, non-experimental observation and narrative background story to provide a more comprehensive perspective about the consumer experience. The framework of the Theory Planned Behaviour and Emotion has been applied to provide a deeper understanding of veganism consumer behaviour and their intention to use vegan cosmetics. In general, a veganism consumer still has a lot of barriers due to the lack of understanding of veganism in social interaction and an official vegan standard in the consumer goods sector. The core of veganism is still mainly applied in daily meal practice, where the family is a strong influence on subjects’ adolescence diet. The social relationships have an important influence on subjects’ emotion and attitude toward their perception of their diet and other diet groups. In reading the product label, the participants tend to search for a vegan indicator and use their brand belief to give the conclusion of whether the product is vegan suitable. Their ability to detect original animal ingredients is limited. Among the self-proclaimed vegan indicators and a certificated vegan indicator, the certificated indicator proves the strength of a familiarity indicator. The result shows the role of vegan indicator in the vegan product label. Based on these findings, a marketer in cosmetics companies may apply this insight of vegan consumers to enhance their shopping experience by consumer-centric label design, consider the need to register their product with a reliable vegan certification organisation and proceed further consumer research in the vegan market segment.
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