O papel das relações públicas na intenção de compra do consumidor: análise da estratégia comunicacional da Lola cosmetics

Abstract

Considering the needs of consumers, who are increasingly worried about the social and environmental impact caused by the products and services, this study aims to identify how the actions from public relations may influence the consumption of cosmetics which are not tested in animals (cruelty-free cosmetics). Conscious consumption has been a theme of considerable debate recently; thus, this study investigated in what ways the consumers shop and what is the influence of public relations in this process. At first, qualitative research (interviews) was conducted with Lola Comestic's staff. Secondly, quantitative research was performed with the target audience and potential consumers of cruelty-free products. The results suggested that most of the respondents search for information before purchasing products, and many of them are willing to pay a higher value for cruelty-free products.