The Perception of Eco-cosmetics Advertising by the Russian Audience

This study is devoted to the study of the impact of benefit frames and loss frames on the perception of eco-cosmetics advertising by the Russian audience. The aim of the study was to determine how the frames of benefits and losses affect the perception of eco-cosmetics advertising by the Russian audience. A review of previous research on message framing has shown that conclusions about which of the frames causes a positive attitude in the audience are ambiguous. Also, none of the foreign studies considers such an important factor as the type of environmental behavior of consumers in conjunction with the orientation of the advertising message to "themselves" or to "the environment". This defines the problem area of this work. The first chapter examines the theoretical foundations of environmental marketing and defines the concept of eco-cosmetics. The second chapter examines previous research on this topic, as well as the factors that influence the perception of eco-cosmetics advertising. The practical part of this work consists of quantitative analysis, the main tool of which is an online survey. 156 respondents were interviewed. The third chapter presents an analysis of the results obtained.