Animal Testing in Cosmetic Industry as the Factor of Consumption Rejection

This study is aimed at a detailed study of the impact of the animal testing factor on consumer behavior. The results of the study will help to get answers to a number of important and interesting questions related to the consumption of cruelty-free cosmetics. Are there many adherents of ethical cosmetics among Russian youth? How many people want to go for cruelty-free cosmetics in the future? What factors have the most important impact on the inclusion of the consumer in the practice "for cruelty-free"? What are the characteristics of the qualitative composition of cruelty-free consumers and what other ethical practices they are interested in? In which case, consumers are ready to switch to cruelty-free cosmetics and and how much are they willing to overpay for it? Thus, the purpose of this study is to identify the impact of the practice of animal testing on the consumer's rejection to purchase this cosmetics, as well as to identify the factors and barriers that affect this rejection and the willingness to overpay for cruelty-free cosmetics. The main hypotheses, that are tested in the study: 1. The rejection of animal-tested cosmetics is significantly affected by involvement in other ethical consumer practices. 2. The more consumers are involved in activities / ethical consumer practices aimed at improving animal welfare, the higher the probability of rejection of cosmetics, that are tested on animals. 3. People prone to empathy and non-conformism are more likely to switch to non-animal-tested cosmetics. 4. The higher the individual's awareness of the brand's testing policy, the greater the probability of rejection of cosmetics, that are tested on animals. Practical relevance of the work is to identify the level and factors of awareness of Russian youth about the practice of animal testing, the extent to which they are involved in cruelty-free practice, their desire to switch to cruelty-free cosmetics and barriers existing for this transition.