Sustainable consumption in the hair salon industry: an empirical study on consumer perceptions of premium Kao’s Kerasilk products
Mazzanti, Valentina (A.A. 2023/2024) Sustainable consumption in the hair salon industry: an empirical study on consumer perceptions of premium Kao’s Kerasilk products. Tesi di Laurea in Sustainability for marketing, Luiss Guido Carli, relatore Alessandro Maria Peluso, pp. 54. [Master's Degree Thesis]
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Abstract/Index
Literature review. Cosmetics and regulations. Greenwashing and misleading sustainability claims. Definition of sustainability. Sustainability and consumer preferences. The SHIFT model (white et al., 2019): a framework for sustainable consumer behavior. Hair care market definition. The impact of sustainability on consumer behavior: insights for the global hair care market. Hair care market overview. Sustainability consumption in the hair salon industry. Salon hair care market in Italy. Main market players. Kao Group. The Kirei lifestyle plan. Kao sustainability report 2024. Kerasilk: premium hair care products. Research method, data collection and analysis. Research design. Survey design. Data analysis. Users: cognition and self-identity as key drivers. Non-users: social influence as the main driver. Purchase intention and WTP.
References
Bibliografia: pp. 49-50.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Sustainability for marketing |
| Thesis Supervisor: | Peluso, Alessandro Maria |
| Thesis Co-Supervisor: | Jell-Ojobor, Maria |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 07 May 2025 13:53 |
| Last Modified: | 07 May 2025 13:54 |
| URI: | https://tesi.luiss.it/id/eprint/42012 |
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