Structure guideliines 

About the relevance :

Relevant because

general trend : increasing environemental awareness among consumers ; need for more information, need for more
proof, need for more local product, more homemade, handmade product (might be because in our mind -local-
artisanal- is linked to virtue, eco friendly in opposition with global, industrial, ….

Labels : institutional : numerous labels… we don’t always know what’s behind + some are not that eco friendly….

On the opposite :

Home made , handmade, local product, local people, local factory : it is more concreate and might mean more to
consumers….

That’s why it is relevant

Have a look at the general trend (even have a look at what is sold at Le Printemps : you can make your cosmetics
by yourself….)

Research objective : find out

what is finally the worthiest element both for brands and consumers between labels and the offer itself,

what among those two elements has the most important impact on consumers purchase decision

what external factor (such as environmental concern could impact the relationship between this 2 elements and
the purchase decision

same for trust

(= the 3sub questions…)

Research question :

For Litterature review, you can read things on:

Labels

Trust

Purchase intention

Je mettrai :

Brand communication on their product, linked to environment connection/CSR/Sustainability