Over the past few years, sustainability has become a central issue for consumers and companies alike. On the one hand, people are increasingly concerned about the products they buy: from being merely a trend, sustainability has quickly become one of the key purchasing drivers for customers. On the other hand, brands were challenged to respond to these new demands and thus began to offer green products and services in line with demand, partly to adapt and partly out of genuine interest. In order to promote these new offerings and to let the world know about their virtuous actions and activities, companies have implemented Green Marketing campaigns, a transparent form of sustainable communication that aims specifically to inform and raise awareness. The beauty and cosmetics industry has quickly adapted to this new "trend" as well. From sustainable packaging made of recycled plastic or paper, to vegan and cruelty-free formulas, there were many aspects that needed to become more sustainable and therefore more appealing to consumers. But sustainability is still not a central concern for all cosmetics brands around the globe. The purpose of this study is to compare the application of Green Marketing strategies in the cosmetics industry in Italy and South Korea in order to understand any possible similarities and differences. After an in-depth look at the communication of sustainability and the implications it brings to companies, this study will therefore explore how the issues of environmental and social respect are communicated in the cosmetics industry in Italy and Korea, comparing also a best case each in order to develop a complete analysis between different Green Marketing activities through real life examples.
Negli ultimi anni la sostenibilità è diventata un tema centrale tanto per i consumatori quanto per le aziende. Da un lato le persone sono sempre più attente ai prodotti che acquistano: dall’essere una semplice moda, la sostenibilità è diventata presto uno dei driver d’acquisto fondamentale per i clienti. Dall’altro, i brand si sono trovati a dover rispondere a queste nuove richieste e, un po’ per adeguarsi e un po’ per reale interesse, hanno iniziato a proporre prodotti e servizi green in linea con la domanda. Per promuovere queste nuove offerte e per far conoscere al mondo le proprie azioni e attività virtuose, le imprese hanno implementato delle campagne di Green Marketing, una forma di comunicazione sostenibile trasparente che punta proprio a informare e sensibilizzare l’opinione pubblica. Anche il mondo della cosmesi e del beauty si è presto adattato a questo nuovo “trend”. Dai packaging sostenibili in plastica riciclata o in carta, alle formule vegan e cruelty-free, sono stati trovati tantissimi aspetti da rendere più sostenibili e dunque più appetibili per i consumatori. Ma la sostenibilità non è ancora un tema centrale per tutti i brand di cosmesi del mondo. Lo scopo di questo studio è quindi di confrontare l’applicazione di strategie di Green Marketing nel settore della cosmesi in Italia e in Corea del Sud per comprendere eventuali somiglianze e divergenze. Dopo un approfondimento sulla comunicazione della sostenibilità e i risvolti che essa porta alle aziende, verranno analizzati e messi a confronto i modi in cui vengono comunicati i temi del rispetto per l’ambiente e per la società nel settore della cosmetica in Italia e in Corea, prendendo poi in esame un best case ciascuno così da sviluppare una comparazione tra le attività di Green Marketing attraverso dei casi reali.
Il Green Marketing nel settore della cosmesi: confronto tra le pratiche di marketing sostenibile dei brand italiani e dei brand sudcoreani
MAGGIONI, MARTINA
2022/2023
Abstract
Over the past few years, sustainability has become a central issue for consumers and companies alike. On the one hand, people are increasingly concerned about the products they buy: from being merely a trend, sustainability has quickly become one of the key purchasing drivers for customers. On the other hand, brands were challenged to respond to these new demands and thus began to offer green products and services in line with demand, partly to adapt and partly out of genuine interest. In order to promote these new offerings and to let the world know about their virtuous actions and activities, companies have implemented Green Marketing campaigns, a transparent form of sustainable communication that aims specifically to inform and raise awareness. The beauty and cosmetics industry has quickly adapted to this new "trend" as well. From sustainable packaging made of recycled plastic or paper, to vegan and cruelty-free formulas, there were many aspects that needed to become more sustainable and therefore more appealing to consumers. But sustainability is still not a central concern for all cosmetics brands around the globe. The purpose of this study is to compare the application of Green Marketing strategies in the cosmetics industry in Italy and South Korea in order to understand any possible similarities and differences. After an in-depth look at the communication of sustainability and the implications it brings to companies, this study will therefore explore how the issues of environmental and social respect are communicated in the cosmetics industry in Italy and Korea, comparing also a best case each in order to develop a complete analysis between different Green Marketing activities through real life examples.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/3727