ORGANIC PERSONAL CARE COSMETICS: BEHAVIOR OF CHOICE AND CONSUMPTION

Background. The researchers have shown that even small doses of some chemical substances in cosmetics, when absorbing and accumulating in the body, can damage the skin and provoke various diseases. Therefore, the choice of organic cosmetics with certified ingredients can contribute to human health and nature conservation. The survey aimed to determine behavior of choice and consumption of organic cosmetic products according to the consumers’ socio-demographic characteristics. Methods. A quantitative survey was performed, a validated questionnaire and data collection method – a written survey were used. Survey sample – 335 people (38.5 ± 4.07 years old). Data analysis using SPSS 26.0 was performed, calculated percentage frequencies, mean, Pearson’s Chi-Square test to detect statistically significant differences, and Spearman’s correlation was used. Results. The study found that more than half of women used organic cosmetics. A significant difference (p <0.05) was found with age, which showed that organic products were used significantly more often by 26–35-year-old individuals and between the sexes (p = 0.05).  It was found that facial skincare, body care, and hair care products are the most commonly used, while pregnancy skincare products are the least commonly used. Consumers indicated the reasons for choosing these products: health benefits, natural composition, non-polluting environment during production, and recyclability of packaging. Most often, respondents do not use such cosmetics due to unclear labeling and the higher prices of these products.  Sufficient and complete information on the label, a reliable and well-known producer are considered to be the most important identification criteria. In contrast, a special point of sale, clear and attractive promotional/visual information being the least important.