DOĞAL VE ORGANİK KOZMETİK ÜRÜNLERDE TÜKETİCİ ALGISI: TOPLUMSAL CİNSİYET VE MEDYA ETKİSİ BAĞLAMINDA NİTEL BİR İNCELEME

Year 2025, Volume: 18 Issue: 3, 637 - 674, 29.09.2025

Dursun Yılmaz

Abstract

Bu çalışma, tüketicilerin doğal ve organik kozmetik ürünlerine yönelik algılarını ve tercih nedenlerini incelemektedir. Nitel, fenomenolojik bir yaklaşımla 30 katılımcıyla yarı yapılandırılmış derinlemesine görüşmeler gerçekleştirildi ve veriler tematik analizle çözümlendi. Araştırma, tüketicilerin tercihlerinde sağlık ve çevresel duyarlılık, güven algısı, pazarlama stratejileri, toplumsal cinsiyet rolleri, medyanın etkisi ile fiyatlandırma ve erişim sorunlarının belirleyici olduğunu göstermektedir. Katılımcılar, kimyasal içeriklerin cilt ve genel sağlık üzerinde olası zararları nedeniyle doğal ürünleri tercih ettiklerini; ayrıca hayvan deneylerine karşı olma ve çevresel sürdürülebilirlik kaygılarının bu yönelimi güçlendirdiğini ifade etmiştir. Buna karşın yanıltıcı etiketleme, sertifikasyon eksiklikleri ve abartılı pazarlama söylemleri tüketicilerin güvenini zedelemektedir. Pazarlama uygulamalarının ağırlıklı olarak kadın hedeflemesi, kadınlarda gerçekdışı güzellik beklentileri ve baskılar yaratırken erkekleri dışlamakta; bu da cinsiyetçi temsillerin tüketim davranışlarına yansımasına yol açmaktadır. Sosyal medya başta olmak üzere medyanın yönlendirici rolü katılımcılar tarafından eleştirilmiş, yüksek fiyatlar ve sınırlı erişim ise doğal ürünlerin yaygınlaşmasını engelleyen önemli bariyerler olarak tanımlanmıştır. Bulgular doğrultusunda tüketici eğitimi, denetlenebilir sertifikasyon sistemleri, cinsiyet eşitliğini gözeten pazarlama, kapsayıcı medya söylemleri ve erişilebilir fiyat politikaları önerilmektedir. Ayrıca, devlet, sivil toplum ve sektör aktörlerinin işbirliğiyle şeffaf iletişim, tüketici eğitim programları, uygun fiyatlandırma tedbirleri ve etkin denetim mekanizmalarının hayata geçirilmesi gerektiği vurgulanmış ve böylece sürdürülebilir tüketim alışkanlıklarının desteklenmesi gerektiği belirtilmiştir.

Keywords

Doğal ve Organik Kozmetik , Tüketici Algısı , Medya Etkisi , Fiyatlandırma ve Erişim , Çevresel Duyarlılık , Pazarlamada Toplumsal Cinsiyet Rolleri , Sağlık İletişimi

Ethical Statement

Tokat Gaziosmanpaşa Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu’nun 27.01.2025 tarihli ve 527945 sayılı onayı ile çalışma onaylanmıştır.

Supporting Institution

Yok

Thanks

Yok

CONSUMER PERCEPTIONS OF NATURAL AND ORGANIC COSMETICS: A QUALITATIVE STUDY IN THE CONTEXT OF GENDER AND MEDIA INFLUENCE

Abstract

This study explores consumers’ perceptions of natural and organic cosmetic products and the reasons underlying their preferences. Employing a qualitative, phenomenological approach, semi-structured in-depth interviews were conducted with 30 participants, and the data were analyzed through thematic analysis. The findings reveal six main factors shaping consumer behavior: health and environmental awareness, trust, marketing strategies, gender roles, media influence, and issues of pricing and accessibility. Participants emphasized that concerns about the potential harms of chemical ingredients on skin and long-term health risks motivated them to choose natural products, while environmental consciousness and opposition to animal testing further reinforced these preferences. Nonetheless, misleading labeling, insufficient certification systems, and exaggerated advertising claims weakened trust in such products. Marketing strategies heavily targeting women were found to create unrealistic beauty standards and pressures, while simultaneously excluding male consumers, thus reflecting gendered representations within the cosmetics sector. Media, particularly social media, was also critically evaluated for its directive role in shaping consumer attitudes. High prices and limited accessibility emerged as significant barriers to the wider adoption of natural products. In light of these findings, the study recommends enhancing consumer education, developing reliable certification systems, promoting gender-sensitive marketing strategies, adopting more inclusive media discourses, and implementing affordable pricing policies to encourage sustainable consumption practices.

Keywords

Environmental Awareness , Natural and Organic Cosmetics , Consumer Perceptions , Gender Roles in Marketing , Health Communication , Media Influence , Pricing and Accessibility

References

• Auger, P., & Devinney, T. M. (2007). Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions. Journal of Business Ethics, 76(4), 361-383. DOI: 10.1007/s10551-006-9287-y
• Aydın, S. & Alazma, R. & Çora, H. (2020). The influence of price, brand, and store on Turkish Women’s purchase intention in cosmetics market. Turkish Studies-Economics, Finance, Politics, 15(4), 1879-1898. https://dx.doi.org/10.47644/TurkishStudies.46038
• Aydoğdu, M. H., Kaya, F., Eren, M. E., & Parlakçı Doğan, H. (2024). Organik ürün tüketim nedenleri üzerine bir araştirma: Şanlıurfa örneklemesi. The Journal of Academic Social Science, 64(64), 161-170. DOI: 10.16992/ASOS.12764
• Beiersdorf. (2021). Naturally Good: Transparency and sustainability in skincare. https://www.beiersdorf.com/newsroom/press-news/all-news/2021/01/15-nivea-naturally-good
• Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24. DOI: 10.2307/41166284
• Bonne, K., & Verbeke, W. (2008). Muslim consumer trust in halal meat status and control in Belgium. Meat science, 79(1), 113-123.
• Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
• Bryła, P. (2016). Organic food consumption in Poland: Motives and barriers. Appetite, 105, 737-746. DOI: 10.1016/j.appet.2016.07.012
• Campbell, C., Sands, S., McFerran, B., & Mavrommatis, A. (2025). Diversity representation in advertising. Journal of the Academy of Marketing Science, 53(2), 588-616. https://doi.org/10.1007/s11747-023-00994-8
• Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158. DOI: 10.1007/s10551-010-0501-6
• Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. https://doi.org/10.1007/s10551-009-0223-9
• Choudhary, A., & Singh, A. (2024). The key factors influencing consumer behavior towards green cosmetics, including product attributes, brand reputation, and sustainability initiatives. ShodhKosh: Journal of Visual and Performing Arts, 5(6), 636–640. https://doi.org/10.29121/shodhkosh.v5.i6.2024.4212
• Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches. SAGE publications.
• Cwynar-Horta, J. (2016). The commodification of the body positive movement on Instagram. Stream: Interdisciplinary Journal of Communication, 8(2), 36-56. https://doi.org/10.21810/strm.v8i2.203
• De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. DOI: 10.1080/02650487.2017.1348035
• Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
• Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods. Routledge.
• Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480. https://doi.org/10.1016/S0148-2963(01)00241-7
• Draelos, Z. D. (Ed.). (2021). Cosmetic dermatology: products and procedures. John Wiley & Sons.
• Ecocert. (2020). COSMOS certification (organic or natural cosmetics). https://www.ecocert.com/en-US/certification-detail/natural-and-organic-cosmetics-cosmos
• Euromonitor International. (2021). The rise of natural and organic beauty: Consumer trends and market opportunities. Euromonitor Report.
• Frith, K., & Gleeson, K. (2004). Clothing and embodiment: Men managing body image and appearance. Psychology of Men & Masculinity, 5(1), 40-48. https://doi.org/10.1037/1524-9220.5.1.40
• Frosch, P. J., & John, S. M. (2010). Clinical aspects of irritant contact dermatitis. In Contact dermatitis (pp. 305-345). Berlin, Heidelberg: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-03827-3_16
• Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002
• Gill, R. (2008). Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising. Feminism & Psychology, 18(1), 35–60. https://doi.org/10.1177/0959353507084950
• Gill, R. (2016). Post-postfeminism? New feminist visibilities in postfeminist times. Feminist Media Studies, 16(4), 610-630. DOI: 10.1080/14680777.2016.1193293
• Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44-61. https://doi.org/10.1016/j.jretai.2012.10.001Get rights and content
• Goossens, A. (2011). Contact‐allergic reactions to cosmetics. Journal of Allergy, 2011(1), 467071. https://doi.org/10.1155/2011/467071
• Grankvist, G., Dahlstrand, U., & Biel, A. (2004). The impact of environmental labelling on consumer preference: Negative vs. positive labels. Journal of Consumer Policy, 27(2), 213-230. DOI: 10.1023/B:COPO 0000028167.54739.94
• Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
• Gurrieri, L., & Cherrier, H. (2013). Queering beauty: Fatshionistas in the fatosphere. Qualitative Market Research: An International Journal, 16(3), 276-295. DOI: 10.1108/QMR-06-2013-0040
• Gültekin, S. I., & Gürbüz, A. (2022). Yaşam tarzının ve çevresel duyarlılığın tüketicilerin çevre dostu ürünleri satın alma niyetlerine etkisi. Uluslararası İnsan Çalışmaları Dergisi, 5(10), 418-432. https://doi.org/10.35235/uicd.1098191
• Hall, M., & Gough, B. (2011). Magazine and reader constructions of “metrosexuality” and masculinity: A membership categorisation analysis. Journal of Gender Studies, 20(1), 67-86. DOI: 10.1080/09589236.2011.542016
• Hanifa, S., Palupi, A. W., & Chasanah, A. (2024). Effect of green marketing on purchasing decisions on avoskin products. Business Review and Case Studies, 5(2), 293-293. DOI: https://doi.org/10.17358/brcs.5.2.293
• Humane Society International. (2021, April 6). Save Ralph – A short film with Taika Waititi. https://www.hsi.org/news-media/save-ralph/
• ISO. (2016). ISO 16128-1:2016 – Guidelines on technical definitions and criteria for natural and organic cosmetic ingredients and products – Part 1: Definitions for ingredients. International Organization for Standardization. https://www.iso.org/standard/62503.htmlISO+4ISO+4ANSI Webstore+4
• Kang, M. E. (1997). The portrayal of women’s images in magazine advertisements: Goffman’s gender analysis revisited. Sex Roles, 37(11-12), 979-996. https://doi.org/10.1007/BF02936350
• Kekeç, U., & Seçer, A. (2021). Tüketicilerin organik ürünleri tüketim alışkanlıkları ve satın almayı etkileyen unsurlar: Kahramanmaraş ili örneği. Mediterranean Agricultural Sciences, 34(1), 87-92. https://doi.org/10.29136/mediterranean.780176
• Koszewska, M. (2018). Circular economy—Challenges for the textile and clothing industry. Autex Research Journal, 18(4), 337-347. DOI: 10.1515/aut-2018-0023
• Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology. Sage Publications. DOI: 10.4135/9781071878781
• Krishnan, M. M., & Radhakrishnan, K. (2024). Drivers of repurchase intention for organic and natural cosmetics in India. Asian Journal of Management and Commerce 5(1): 709-715. DOI: 10.22271/27084515.2024.v5.i1i.320
• L’Oréal. (2022). Garnier launches its Green Beauty initiative. https://www.loreal.com/en/articles/brands/garnier-green-beauty/
• Lavuri, R., Jabbour, C. J. C., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management, 301, 113899. https://doi.org/10.1016/j.jenvman.2021.113899
• Lazar, M. M. (2006). “Discover the power of femininity!” Analyzing global “power femininity” in local advertising. Feminist Media Studies, 6(4), 505-517. https://doi.org/10.1080/14680770600990002
• Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner production, 22(1), 11-18. https://doi.org/10.1016/j.jclepro.2011.10.002
• Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE publications.
• Lush. (2023). Fighting Animal Testing: The campaign. https://www.lush.com/uk/en/a/fighting-animal-testing
• Lyon, T. P., & Montgomery, A. W. (2015). The Means and End of Greenwash. Organization & Environment, 28(2), 223–249. https://doi.org/10.1177/1086026615575332
• Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens’ susceptibility to peer influence. Journal of Retailing, 80(2), 101-116. DOI: 10.1016/j.jretai.2004.04.005
• McNeill, L., & Douglas, K. (2011). Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448–454. https://doi.org/10.1016/j.jretconser.2011.06.009
• Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. SAGE publications.
• Nguyen, B., Syed Alwi, S. F., & Ayyub, S. (2021). Consumer behavior towards chemical-free cosmetics: A cross-cultural analysis. International Journal of Consumer Studies, 45(5), 930-948.
• Nguyen, P. N. D., Nguyen, V. T., & Vo, N. N. T. (2019). Key determinants of repurchase intention toward organic cosmetics. The Journal of Asian Finance, Economics and Business, 6(3), 205-214. https://doi.org/10.13106/jafeb.2019.vol6.no3.205
• Niinimäki, K., & Hassi, L. (2011). Emerging design strategies in sustainable production and consumption of textiles and clothing. Journal of Cleaner Production, 19(16), 1876–1883. https://doi.org/10.1016/j.jclepro.2011.04.020
• Özer, B. (2021). Kozmetik reklamlarında cinsiyet rolleri. Marmara Üniversitesi Kadın ve Toplumsal Cinsiyet Araştırmaları Dergisi, 5(1), 28-50. DOI: 10.29228/mukatcad.3
• Pandey, N., Vaishnava, A., & Gupta, P. (2024). Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry. European Journal of Sustainable Development Research, 8(4). https://doi.org/10.29333/ejosdr/15139
• Patterson, M., & Elliott, R. (2010). Negotiating masculinities: Advertising and the inversion of the male gaze. Consumption, Markets and Culture, 5(3), 231-249. https://doi.org/10.1080/10253860290031631
• Patton, M. Q. (2002). Qualitative research & evaluation methods. SAGE publications.
• Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
• Precedence Research. (2024). Natural and organic cosmetics market size report 2024–2034. https://www.precedenceresearch.com/natural-and-organic-cosmetics-market
• Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: A study of female customers. Social Responsibility Journal, 11(1), 179-198. https://doi.org/10.1108/SRJ-04-2013-0049
• Russo, J. (2015). Package this: Beauty consumers favor ‘Cruelty Free’and ‘Natural’product claims. CPG, FMCG & Retail.
• Sastre, A. (2014). Towards a radical body positive: Reading the online “body positive movement.” Feminist Media Studies, 14(6), 929-943. DOI: 10.1080/14680777.2014.883420
• Schroeder, J. E., & Borgerson, J. L. (2015). Critical visual analysis of gender: Reactions and reflections. Journal of Marketing Management, 31(15-16), 1723-1731. https://doi.org/10.1080/0267257X.2015.1077883
• Schroeder, J. E., & Zwick, D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption Markets & Culture, 7(1), 21-52. https://doi.org/10.1080/1025386042000212383
• Sharma, M., Goel, M., & Sindwani, R. (2024). A study of female consumer buying behaviour towards organic personal care product. International Journal of Business and Globalisation, 218–232. https://doi.org/10.1504/IJBG.2024.142230
• Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
• Souiden, N. and Diagne, M. (2009), “Canadian and French men's consumption of cosmetics: a comparison of their attitudes and motivations”, Journal of Consumer Marketing, Vol. 26 No. 2, pp. 97-109. https://doi.org/10.1108/07363760910940465
• Suphasomboon, T., & Vassanadumrongdee, S. (2022). Toward sustainable consumption of green cosmetics and personal care products: The role of perceived value and ethical concern. Sustainable Production and Consumption, 33, 230-243. https://doi.org/10.1016/j.spc.2022.07.004
• Tavman, E. B., & Yalçın Doğan, D. (2025). Greenfluencers as Promoters of Sustainable Consumption: A Cross-Country Analysis. In Sustainability Marketing in Emerging Economies: Conceptual and Empirical Perspectives (pp. 135-170). Cham: Springer Nature Switzerland.
• Testa, R., Rizzo, G., Schifani, G., Tóth, J., & Migliore, G. (2024). Critical determinants influencing consumers’ decision-making process to buy green cosmetics: A systematic literature review. Journal of Global Fashion Marketing, 15(3), 357–381. https://doi.org/10.1080/20932685.2023.2268669
• Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women's purchase intention towards organic cosmetic products. International Journal of Economics and Business Research, 22(2-3), 256-277. https://doi.org/10.1504/IJEBR.2021.116351
• The Body Shop. (2023). Forever Against Animal Testing. https://www.thebodyshop.com/en-gb/about-us/a-better-world/lactivism/a/a00029
• Thøgersen, J. (2005). How may consumer policy empower consumers for sustainable lifestyles? Journal of Consumer Policy, 28(2), 143-177. DOI: 10.1007/s10603-005-2982-8
• Thøgersen, J. (2010). Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing, 30(2), 171-185. DOI: 10.1177/0276146710361926
• UN Women. (2024, September 12). New research proves that inclusive advertising boosts sales and brand value. https://www.unwomen.org/en/news-stories/press-release/2024/09/new-research-proves-that-inclusive-advertising-boosts-sales-and-brand-value
• Unilever. (2021, March 9). Unilever to eliminate the word “normal” from all beauty and personal care packaging and advertising. Allure. https://www.allure.com/story/unilever-removing-word-normal-from-packaging-ads
• Urkut, S., & Cengiz, E. (2021). Yeşil pazarlamanın tüketicilerin çevre dostu kozmetik ürünleri satın alma niyetine etkisi. Journal of Research in Business, 6(2), 470-492. https://doi.org/10.54452/jrb.993685
• Van Manen, M. (2016). Phenomenology of practice: Meaning-giving methods in phenomenological research and writing. Routledge.
• Yılmaz, D. (2025, April 11–12). Kozmetik reklamlarda kadın temsili: Feminist medya eleştirisi çerçevesinde bir değerlendirme. In Proceedings of the 14th International Communication in the New World Congress (pp. 170–177). Kütahya Dumlupınar University, Kütahya, Türkiye. ISBN: 979-8-89695-062-2.
• Yılmaz, D., & Yıldırım Dal, T. (2025, April 25–27). Doğal ve organik kozmetik ürünler: Tüketici eğilimleri ve düzenleyici çerçeve. In Balkan 13th International Conference on Social Sciences Proceeding Book (pp. 242–249). Skopje. ISBN: 978-625-5962-64-5.