Emerging segments in ethical consumption: young adults and cosmetics

Young adult consumers represent one of the most promising market segments when considering ethical and sustainable consumerism. They embody the next generation of consumers and will potentially support the spread of ethical stances in the future. The present study explores young adults’ orientation towards sustainable and ethical consumption, focusing on a particular product category, i.e. natural, organic and ethical cosmetics. Through the analysis of 14 focus group discussions, the study is aimed at (1) better understanding the perceptions about product features, price levels, distribution, and communication activities of this product category, and (2) exploring the role of natural, organic and ethical cosmetics in the process of identity formation for young adults. Findings suggest that the consumption of ethical products has several implications for the process of identity formation, in particular the analysis highlights two alternative orientations towards ethical and sustainable cosmetics. These differences in sensitivity towards ethical and sustainable issues reflect a divergent perception of product ethicality, providing some crucial insights into cutting-edge issues that need to be addressed both by theory and practice.