Cruelty-free Labelling of Makeup Brands as De La Salle University

an Influencing Factor to Purchasing Behavior DASMARIÑAS

Among DLSU-D Senior High School Students Senior High School
Charizza Joy Acosta, Diantha Ysabel Albaño, Dylan Magana, Princess Pravika Rai, Mikaela Angela Reyes

ABSTRACT
Cruelty-free brands spearhead an era of cosmetics free of animal
testing. However, as awareness towards this new method rose,
especially in the European Union, the significant knowledge gap
about cruelty-free cosmetics in the Philippines became more
noticeable. This research, which utilized quantitative,
correlational design, aims to determine if cruelty-free labelling
on makeup brands is an influencing factor in the purchasing
behavior of De La Salle University-Dasmarinas Senior High
School students. Data was gathered through a survey which was
distributed to 140 makeup consumers enrolled in DLSU-D SHS
for S.Y. 2021–2022 via modal instance sampling. The data
gathered reflected a weak positive correlation between the
students’ logo awareness and the amount spent on makeup. This
METHODOLOGY
A quantitative and correlational design was used in the study. The study’s primary data source was an online survey
questionnaire divided into two parts: respondents’ purchasing behavior and logo awareness using Cadete’s logo awareness.
Modal instance sampling is employed to ensure that participants are typical makeup consumers. At a 95% confidence level
and an 8% margin of error, the sample size was calculated to be 140 makeup consumers. Finally, mean, frequency, and
correlation analyses were used to treat the gathered data to yield relevant and significant results.
RESULTS AND DISCUSSION 3) Upon gathering responses from the makeup categories,
1) Collected data has shown that the majority of the DLSU-D blush, mascara, and lip balm emerged as the most
Senior High School students are not aware whether they buy prevalent makeup products bought by students.
makeup brands with cruelty-free labelling. However, all of Table 1. Amount Spent on Makeup per year in
90
Maybelline
Correlation with Level of Awareness on Cruelty-
the logos indicated majorial familiarity on the logos itself, as
5
Free Logos 23
MAC

indicated that cruelty-free labelling is not an influencing factor per the responses. Awareness of Awareness of
17
Leaping Bunny Choose Cruelty-
4

on the purchasing behavior of DLSU-D Senior High School Legend: YES NO

Careline
Logo 1 (r=0.133) Free (r=0.073)
3

students. Based on the results of the study, it is recommended 54.61% 45.39% 2

15 ELF Cosmetics
and Colourette
that future studies explore bigger populations and other products Logo 2 Awareness of
**p>0.05
1

69.5% 30.5%
Cruelty-Free 12
that have cruelty-free alternatives, along with integrating Logo 3
BLK Cosmetics
Bunny (r=0.101)
0

Cruelty- Figure 3. Makeup Brands Frequently

different social and economic aspects in the study to test the Leaping Choose
56.74% 43.26% Cruelty- Free
Bunny
Bunny
Purchased by the Respondent
Free
efficacy of the methodology used and further fill the knowledge Figure 1. Respondents' Familiarity Figure 2. Overall Mean Logo Awareness of
4) Gathered data has shown a weak positive correlation
with the 3 Cruelty-Free Logos Respondents with the Cruelty-Free Logos
gap on Cruelty-free cosmetics in the Philippines. 2) The amount spent on makeup per year have yielded an and no significance in the relationship between cruelty-free
Keywords: cruelty-free labelling, logo awareness, makeup, average of Php 3,372.72. However, upon the calculation of logos and purchasing behavior. Furthermore, Maybelline, a
makeup brands, purchase behavior the standard deviation, outliers have rendered the average non-cruelty-free brand has emerged the most prevalent
amount calculated as unreliable. makeup brand among the students.

INTRODUCTION
It was reported that 86% of Gen Z shoppers in 2019 were beauty
shoppers, and more than 70% of their spending went to beauty
products, which is the highest of all generations (Copp, 2019).
Therefore, with the growing makeup consumerism among
youth, awareness of animal rights, and a market for cruelty-free
brands, all that is left is the determination of the influence of
cruelty-free makeup labelling towards the purchasing behavior
on makeup products.
CONCLUSION
This study established that students’ awareness of cruelty-free REFERENCES
Copp, L. T. 2019. Gen Z named the biggest beauty spenders globally.
labeling did not influence their purchase behavior. Students who have Cosmeticsbusiness.Com.
previously purchased from a makeup brand are more likely to do so https://www.cosmeticsbusiness.com/news/article_page/Gen_Z_na
med_the_biggest_beauty_spenders_globally/157695
again, despite the brand being cruelty-free or not. This means that Cadete, B. J. R. G. P. 2021. How cruelty-free logos influence
other aspects in the social and psychological setting should be
Consumers’ Purchase Intention: the effects of Brand Image Logo
Awareness and Moral Obligation. Repositorio.ucp.pt.
considered. Based on this finding, the researchers failed to reject the http://hdl.handle.net/10400.14/34753
three null hypotheses of the study.