Hinčica, Ví ; Řezanko á, Hana; Macias, Klaudia; Schulzo á, Ma ie
A icle
Pe cep ion o na u al cosme ics among Cen al eu opean
consume s
Cen al Eu opean Economic Jou nal (CEEJ)
P o ided in Coope a ion wi h:
Facul y o Economic Sciences, Uni e si y o Wa saw
Sugges ed Ci a ion: Hinčica, Ví ; Řezanko á, Hana; Macias, Klaudia; Schulzo á, Ma ie (2024) :
Pe cep ion o na u al cosme ics among Cen al eu opean consume s, Cen al Eu opean Economic
Jou nal (CEEJ), ISSN 2543-6821, Sciendo, Wa saw, Vol. 11, Iss. 58, pp. 233-251,
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To ci e his a icle
Hinčica, V., Řezanko á, H., Macias, K., Schulzo á, M. (2024). Pe cep ion
o Na u al Cosme ics Among Cen al Eu opean Consume s.
Cen al Eu opean Economic Jou nal, 11(58), 233-251.
DOI: 10.2478/ceej-2024-0016
To link o his a icle: h ps://doi.o g/10.2478/ceej-2024-0016
Pe cep ion o Na u al Cosme ics
Among Cen al Eu opean
Consume s
Ví Hinčica, Hana Řezanko á,
Klaudia Macias, Ma ie Schulzo á
Open Access. © 2024 V. Hinčica, H. Řezanko á, K. Macias, M. Schulzo á, published by Sciendo.
This wo k is licensed unde he C ea i e Commons A ibu ion 4.0 In e na ional License.
Ví Hinčica
P ague Uni e si y o Economics and Business, Facul y o In e na ional Rela ions,
W. Chu chill Sq. 1938/4, 130 67 P ague, Czech Republic
co esponding au ho : xhin 02@ se.cz
Hana Řezanko á
Uni e si y o Economics and Business, Facul y o In o ma ics and S a is ics,
W. Chu chill Sq. 1938/4, 130 67 P ague, Czech Republic
Klaudia Macias
Uni e si y o Wa saw, Facul y o Managemen , Sz u mowa 1/3, 02-678 Wa saw, Poland
Ma ie Schulzo á
P ague Uni e si y o Economics and Business, Facul y o In o ma ics and S a is ics,
W. Chu chill Sq. 1938/4, 130 67 P ague, Czech Republic
Pe cep ion o Na u al Cosme ics Among Cen al
Eu opean Consume s
Abs ac
This pape aims o analyse consume s’ pe cep ions and a i udes owa ds na u al cosme ic p oduc s om h ee
Cen al Eu opean coun ies. In his s udy, we employed quan i a i e su eys on samples o 230 Czech, 175 Slo ak,
and 325 Polish esponden s. Based on he ob ained da a, we in es iga e whe he and how he esponden s’ coun y
impac s how hey o mula e hei s a emen s ega ding he ea u es o na u al cosme ics. Fo each coun y sepa a ely,
we s udy he dependencies o esponden s’ opinions and s a emen s on hei sociodemog aphic p o ile. The esul s
o he esea ch show s a is ically signi ican di e ences in he esponden s’ answe s o all subs an i e ques ions
depending on hei coun y o o igin. Fou indings a e wo h highligh ing: i s , esponden s om all h ee coun ies
p e e na u al cosme ics o e con en ional ones mainly o heal h and en i onmen al easons. Second, he equency
o buying na u al cosme ics is in luenced by some sociodemog aphic ac o s, al hough his a ies in all h ee coun ies.
Thi d, esponden s who buy na u al cosme ics mo e o en a e also mo e likely o indica e hem as p oduc s o highe
quali y han con en ional cosme ics. Las ly, he decla ed composi ion o he p oduc is he p e ailing decision c i e ion
o consume s when selec ing na u al cosme ic p oduc s.
Keywo ds
na u al cosme ics | pe cep ion | consume s | beha iou | Cen al Eu ope
JEL Codes
M16, M31, D01
1. In oduc ion
A e eme ging in he second hal o he 19 h cen u y,
he mode n beau y indus y wi nessed emendous
g ow h in he 20 h cen u y (Jones, 2006). F om he
ea ly 2000s, i has been u he e ol ing, expanding
i s a en ion o men (E soy e al., 2015; G and View
Resea ch, 2020). Nowadays, he beau y indus y is a
mul ibillion-dolla indus y (F i h, 2014) and con inues
o g ow a a a e o 4.75% wo ldwide and amoun s o 511
billion dolla s in 2021, wi h u he g ow h expec ed
in he coming yea s (Robe s, 2022).
Consume s’ inc easing in e es in na u al goods
p omp ed manu ac u e s o look o new solu ions o
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 235
cosme ic p oduc ion. Mode n echnologies enable
be e de elopmen o na u al p oduc s, which has
also become impo an o he g ow h o he cosme ic
indus y (Beze a e al., 2018; Ambe g & Foga assy,
2019). A he same ime, compe i ion in he na u al/
o ganic cosme ics ma ke is inc easing, as is he numbe
o b ands o e ed (S a is a Resea ch Depa men ,
2022; Fou a i-Jamoussi, 2015). Addi ionally, he global
na u al cosme ics ma ke is expec ed o g ow in he
coming yea s (Ma ke Resea ch Fu u e, 2021).
Despi e he g owing p oduc ion and he a ailabili y
o na u al/o ganic cosme ics, consume s’ pe cep ions
o hese p oduc s and hei pu chase mo i es ha e
ye o be ho oughly analysed wo ldwide. Cu en
li e a u e on na u al/o ganic cosme ics especially
lacks a c oss-coun y compa ison – only ew pape s
ha e assessed mo e coun ies simul aneously so
a (e.g., Dimi o a e al., 2009). This pape ies o
espond o his signi ican esea ch gap by conduc ing
su eys in h ee Cen al Eu opean coun ies. I s main
aim is o e eal how consume s o hese coun ies
pe cei e na u al cosme ic p oduc s as well as assess
a ious consume s’ a i udes owa ds hese p oduc s.
The da a ga he ed om his in e na ional s udy
will enable he abili y o o m a mo e comp ehensi e
iew o ce ain beha iou pa e ns in selec ing and
pu chasing na u al cosme ics, especially hose pa e ns
ha ha e been insu icien ly sc u inised by schola s
so a , no assessed in e na ionally o no in es iga ed
in di ec connec ion o na u al cosme ics. This s udy
will mainly explo e:
1) wha p ima ily d i es consume s in hei p e e ence
o na u al cosme ics o e he con en ional
al e na i es,
2) whe he he sociodemog aphic p o ile o a consume
plays a i al ole in he pu chase equency o
na u al cosme ics and whe he i condi ions he
consume s’ pe cep ion o na u al cosme ics in
ce ain aspec s,
3) whe he he e is a link be ween a consume ’s
li es yle and his/he pu chase equency o na u al
cosme ics, and
4) whe he he e is some p e ailing decision c i e ion
o consume s when choosing na u al cosme ic
p oduc s.
The simul aneous explo a ion o he poin s
lis ed abo e demands ha an en i ely new su ey
wi h in e na ional applicabili y be p oposed. As
he cons uc ion o he espec i e ques ionnai e
canno ely on pas esea ch only, he applica ion o a
selec ed heo y on consume beha iou will become
necessa y o se e as an unde lying pilla . Also, as a
seconda y goal, his esea ch will assess he p esence
o subjec i e no ms in he decision-making o Cen al
Eu opean consume s and will be hus pa ially linked
o he heo y o planned beha iou .
I is expec ed ha his s udy’s esul s will p o ide
p oduce s and selle s o na u al cosme ics wi h a
ecen illus a ion o he ac ual Cen al Eu opean
demand o na u al cosme ic p oduc s and will o e
o he schola s in e es ed in he same o simila opic a
ques ionnai e ha can be used in hei own scien i ic
endea ou . The o mula ion o p ac ical and esea ch
implica ions, as well as sugges ions o u he
esea ch, will ake place a he end o he pape .
Gi en he inconsis en use o “na u al”, “o ganic”,
“g een” and o he ela ed adjec i es in connec ion o
cosme ics in he exis ing popula , expe and academic
ex s (Ba os & Ba os, 2020; F anca & Ueno, 2020),
his pape will p io i ise he adjec i e “na u al” – only
in he cases o ci ing o iginal sou ces he e minology
used by hei au ho s may be espec ed. In his s udy,
he e ms “na u al cosme ics” and “na u al cosme ic
p oduc ” deno e any p oduc ha is ei he named as
such o is named and also pe cei ed by consume s as
such.
2. Li e a u e e iew
The nega i e e ec s o he as de elopmen o ou
socie y on ou en i onmen ha e become isible all o e
he wo ld. The ex eme le els o indus ial p oduc ion
and ou consump ion ha e led o eno mous soil, wa e
and ai pollu ion (FAO &UNEP, 2021; Law on e al.,
2014). Along wi h he in ensi ica ion o he abo e-
men ioned h ea s, he le el o awa eness in e e ence
o en i onmen al aspec s is cons an ly inc easing
(Lampe e al., 2019; Cen um Badania Opinii
Społecznej, 2018; Kulli e al., 2023). Fu he mo e, he
COVID-19 pandemic shows a signi ican , posi i e
impac on en i onmen al awa eness (E ensen e
al., 2021) and hus in luences people’s sus ainable
beha iou s (Se e o e al., 2021). Because he choice o
p oduc , packaging, and manu ac u ing p ocess ha e
an en i onmen al impac , in e es in na u al cosme ics
con inues o g ow (Ambe g & Foga assy, 2019).
As o he heal h aspec , people a e awa e o he
impo ance o a heal hy li es yle (bin Ridzuan e al.,
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 236
2018). Posi i e changes in beha iou ha in luence
heal h a e also isible due o he pandemic ( an de
We e al., 2021; Balanzá-Ma ínez e al., 2020).
Mo eo e , consume s pu chase mo e heal h and
wellness p oduc s (S ella Rising, 2021). Cu en ly,
many cosme ic p oduc s launched on he ma ke
a e ad e ised as na u al and, he e o e, posi i ely
a ec ing heal h, which is likely o in luence pu chasing
decisions.
Below, ele an academic li e a u e on consume
beha iou ega ding he usage o na u al cosme ics
will be b ie ly exposed o o mula e app op ia e
esea ch ques ions. The li e a u e using he adjec i e
“o ganic” will also be deal wi h because in mos cases,
he au ho s o he assessed sou ces did no dis inguish
be ween he e ms “na u al” and “o ganic”.
Schola s o en claim ha en i onmen al and
heal h- ela ed aspec s a e among he main d i e s o
he p e e ence o di e en kinds o na u al p oduc s.
This is he case o Possamai e al. (2021), coope a ing
wi h a sample o 224 adul s, o Kim & Seock (2009),
wo king wi h a sample o 210 emale college s uden s,
o Růžičko á (2020), using a sample o 291 Czech
consume s, o o Kan o & Hübne (2019), conduc ing
a s udy on 826 Polish women. None heless, no
speci ic su ey on why consume s may p e e na u al
cosme ics o e con en ional cosme ics could be ound
in cu en li e a u e. In o he wo ds, no compa ison
was conduc ed. The e o e, we o mula e he esea ch
ques ion:
RQ1: People p e e na u al cosme ics o e
con en ional cosme ics p ima ily due o
en i onmen al and heal h conce ns.
Ex an s udies poin (e.g., Ma angon e al., 2015;
Fonseca-San os e al., 2015; Żyngiel & Pla a, 2015;
Bochne , 2017) o he likely willingness o consume s
o na u al cosme ics and p oduc s o incu highe
inancial cos s ela ed o pe cei ed alue o he
con en o na u al ing edien s in such p oduc s. Some
sou ces e en explici ly s a e ha na u al cosme ics a e
pe cei ed as mo e expensi e (Ambe g & Foga assay,
2019; Kapogianni, 2015). Howe e , so a , which
g oups o people may pe cei e na u al cosme ics as
mo e expensi e han con en ional cosme ics has no
been in es iga ed. As se e al pape s (e.g., Ali & Ali,
2020; Muhammad e al., 2015) ha e al eady concluded
ha sociodemog aphic cha ac e is ics do in luence
he willingness o pay ex a o o ganic o na u al
p oduc s, we will assume ha hese cha ac e is ics
also in luence he pe cep ion o he p ice le el o
na u al cosme ic p oduc s. The e o e, we o mula e
he esea ch ques ion:
RQ2: The sociodemog aphic p o ile o he
consume s has a signi ican in luence on he
pe cep ion o he p ice le el o na u al cosme ics.
Fu he mo e, i has no been in es iga ed ye
whe he he equency o pu chasing na u al cosme ics
is ela ed o consume s’ p o iles. Howe e , s udies
on o he p oduc s (Ha ja & Ţimi aş, 2014; E gin &
Ozsacmaci, 2011; Ve hoe , 2005) insinua e ha he e
could be a dependence. The e o e, we o mula e he
esea ch ques ion:
RQ3: The sociodemog aphic p o ile o he
consume s has a signi ican in luence on he
equency wi h which hey buy na u al cosme ics.
Ex an s udies su eying consume s (Ma ić &
Puh, 2016; Nguyen e al., 2019; Ambe g & Foga assay,
2019; Shimul e al., 2022) could no p o e ha heal h-
conscious people a e mo e mo i a ed o buy na u al
cosme ics han less heal h-conscious consume s.
The e o e, we de ine he esea ch ques ion:
RQ4: The equency wi h which people buy na u al
cosme ics does no depend on heal h consciousness.
The s udies lis ed abo e did no p o ide any
de ini ion o heal h consciousness. Lee e al. (2014)
s a ed ha heal h consciousness is a measu e o an
indi idual’s eadiness o ake heal h ac ions. Based on
his s a emen , in his esea ch, we will exp ess heal h
consciousness by a i ming he ques ion o whe he
people p ac ice a heal hy li es yle.
Kaliyadan e al. (2021) su eyed 413 Saudi adul
emales 18–50 yea s old o s udy a i udes, awa eness,
and p ac ices ela ed o o ganic cosme ics in he
Saudi popula ion. They could no ind a link be ween
he le el o educa ion and awa eness abou o ganic
cosme ics. A he same ime, no signi ican associa ion
be ween he age g oups and he le el o awa eness
abou o ganic cosme ics was ound.
Inspi ed by hei indings, we s a e wo esea ch
ques ions:
RQ5: Awa eness abou na u al cosme ics does no
depend on age.
RQ6: Awa eness abou na u al cosme ics does no
depend on he le el o educa ion.
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 237
In he s udy desc ibed abo e, he e m “awa eness”
was no de ined, bu in ou esea ch, i will be
exp essed as he abili y o easily ecognise a na u al
cosme ic p oduc .
Se e al au ho s, e.g., Sánchez-B a o e al. (2021)
and Loebni z & Aschemann-Wi zel (2016), lea ned
ha na u al o o ganic p oduc s can be associa ed
wi h highe quali y. Howe e , such an associa ion
migh some imes be a consume ’s belie only. I can
he e o e be expec ed ha na u al cosme ics a e also
associa ed wi h highe quali y, which leads o he
esea ch ques ion:
RQ7: Consume s associa e na u al cosme ic p oduc s
wi h highe quali y.
In gene al, minimal da a exis s on which c i e ia
consume s conside he mos when hey buy na u al
cosme ics. Růžičko á (2020) lea ned ha he mos
impo an c i e ion among he esponden s was no
es ing on animals. Howe e , ano he s udy on he
impo ance o he aspec ela ed o animal wel a e was
also ca ied ou , al hough i conce ned o he p oduc
g oups. The esul s show ha despi e esponden s’
decla ed commi men o animal wel a e, in e es in
his aspec is mode a e compa ed o o he p oduc
cha ac e is ics (Ve beke, 2009). Kan o & Hübne
(2019) lea ned ha he quali y and p oduc composi ion
we e e y impo an o he su eyed sample o
Polish women. Responden s men ioned in a epo
by Na u a i (2018) indica ed p oduc composi ion as
he p ima y ac o in luencing hei pu chase choice;
howe e , hey also men ioned posi i e opinions ound
on he In e ne and a ac i e p omo ions as being
o g ea impo ance. Taking in o accoun he a o e-
men ioned indings, we inally o mula e:
RQ8: The e is no p e ailing decision c i e ion when
consume s choose na u al cosme ics.
O e all, esea ch on consume s’ a i udes owa ds
na u al cosme ics has mos ly been de eloping in
Asian coun ies. In he Cen al Eu opean egion,
he esea ch has slowly g own in pas yea s, bu he
numbe o s udies ha ha e been done is e y low.
Selec ing he Czech Republic, Slo akia and Poland
only, i.e., h ee neighbou ing coun ies, we encoun e
gene al s a is ics o he na u al cosme ics ma ke . In
Poland, i has been epo ed ha he e was a g owing
sha e o he na u al cosme ics ma ke in he o e all
cosme ics ma ke . Hence, he na u al cosme ics
ma ke ’s alue was s ill qui e low he e – some EUR 43
million only (1.3 EUR/pe capi a) (G K Polonia, 2021).
Fo he o he wo coun ies, i has been epo ed ha
he alues o na u al cosme ics we e much lowe in
2020 – a ound 20 million EUR in he Czech Republic
(1.9 EUR/pe capi a) and less han 10 million EUR in
Slo akia (1.8 EUR/pe capi a) (S a is a, 2022).
Al hough i migh no be ob ious om he
p e ious lines, he exis ing esea ch ela ed o he
assessmen o consume s’ iews o e na u al cosme ics
no only a ies signi ican ly in e ms o i s hema ical
o geog aphical o ien a ion, bu i also ends o miss
sound heo e ical suppo . I can e en be s a ed ha he
exposed esea ch was mos ly mo i a ed by he au ho s’
cu iosi y o lea n wha occu s in he consume s’
minds a he han ep esen ing an in en ion o ollow
up on a ce ain heo y. Al hough some au ho s ha e
claimed ha hei pape s a e unde pinned by a ce ain
heo y o e en con ibu ed o a heo y’s de elopmen ,
i some imes emains unclea how exac ly hey did so.
The su ey o he exis ing li e a u e he ein, he e o e,
did no b ing a conside able oppo uni y o lean on a
pas s udy, and his s udy alone needs o b idge some
o he pas esea ch di ec ions by a p ope su ey.
None heless, his s udy, al hough in i s second
plane o ocus, will obse e one o he h ee co e
componen s o he heo y o planned beha iou (TPB)
– he subjec i e no m. Recen ly, he e has been a
g owing numbe o scien i ic ex s on g een beha iou
and g een consump ion in which social in luence on
consume beha iou was in es iga ed (as e idenced,
e.g., by Si apalan e al., 2021 o Emekci, 2019). This
pape may also p o ide new e idence om he Cen al
Eu opean egion on he ma e o subjec i e no ms.
On he o he hand, i mus be s a ed ha al hough his
pape la gely deals wi h consume s’ a i udes, hey a e
no sc u inised he e om he op ics o he heo y o
planned beha iou .
3. Me hodology
Fo he achie emen o he pape ’s goal, i.e., o
analyse he pe cep ion and a i udes owa ds na u al
cosme ic p oduc s by consume s om h ee Cen al
Eu opean coun ies, we p epa ed a ques ionnai e
composed o 14 ques ions, including se en co e and
six sociodemog aphic ques ions. The ques ionnai e’s
se en co e ques ions e lec he Nicosia model o
consume beha iou (Nicosia, 1966). This model
di e en ia es ou ields ha al oge he ack a
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 238
consume ’s pa h owa ds he consump ion o a ce ain
p oduc o se ice. The ques ionnai e su ey assumed
ha he esponden pu chases na u al cosme ics. Fo
his eason, a ques ion on whe he he esponden
pu chases na u al cosme ics was placed be o e he i s
co e one. In o de o c ea e comp ehensi e ables and
sho en he ex , in Table 1, we lis he co e ques ions
in hei comple e wo ding as well as hei abb e ia ed
o ms used u he .
We need o an icipa e ha he c ea ion o ou
ques ionnai e did no mean a comple e and exac
applica ion o all he pa e ns in oduced o sugges ed
in he o iginal model p esen ed by Nicosia (1966).
O he wise, he ques ionnai e would become oo long
and hus una ac i e o p ospec i e esponden s and,
mo e impo an ly, would no enable us o ocus on
he esea ch ques ions we o mula ed h ough he
assessmen o he li e a u e e iew. Mo eo e , he
model i sel is bulky and complex, so we only ollow
he comp ehensi e scheme ha he book in oduces
and some o he a iables ha a e p oposed in he
model.
The i m’s a ibu es and he consume ’s a ibu es
oge he compose he i s model’s ield, named “F om
he sou ce o message o he consume ’s a i ude”.
I is sugges ed ha hese a ibu es, which may be
nume ous, o m he consume s’ a i udes owa ds a
ce ain p oduc o se ice. In he ques ionnai e, he
i m’s a ibu es leading o he o mula ion o he
consume ’s posi ion is-à- is na u al cosme ics a e
in es iga ed indi ec ly when esponden s a e asked
o indica e he main eason o he pu chase o such
p oduc s. I can be assumed ha consume s a ibu e
ce ain cha ac e is ics o na u al cosme ic p oduc s,
such as posi i e heal h in luence o en i onmen al
p o ec ion, mainly h ough messages he i ms
hemsel es (e.g., p oduce s o dis ibu o s) ansmi
ia a ious communica ion channels. Rega ding he
consume ’s a ibu es, in he ques ionnai e, hey a e
de e mined by means o sociodemog aphic indica o s
(see u he ) and inqui ing abou he p ac icing o a
heal hy li es yle.
The second model’s ield ep esen s he phase
o sea ching o in o ma ion and e alua ion. One
ques ion embodies such consume s’ ac i i ies: a
ques ion on he easy dis inc ion o hese p oduc s
in he ma ke . The hi d model’s ield is he ac o
pu chase. In he ques ionnai e, his ield is ep esen ed
by a ques ion on he mos equen decision c i e ion
du ing he pu chase o cosme ics p oduc s.
The eedback is he las ield o he model and
may again encompass di e en a iables o which we
Table 1. The co e ques ions used, hei abb e ia ed o ms, and possible answe s
Ques ion Abb e ia ed o m Answe s
How o en do you buy na u al cosme ic
p oduc s?
shopping_ equency o en; occasionally
Do you ag ee wi h he s a emen ha
na u al cosme ics a e o highe quali y han
con en ional cosme ics?
highe _quali y yes; no; i depends on he case
Can you easily dis inguish na u al cosme ics
om con en ional ones (e.g., on he basis o
packaging)?
easy_ ecogni ion yes; no
Do you ag ee wi h he s a emen ha
na u al cosme ics a e mo e expensi e han
con en ional cosme ics?
assumed_expensi eness yes; no; i depends on he case
Which c i e ion do you ollow mos when
choosing na u al cosme ics?
c i e ion_o _selec ion decla ed p oduc composi ion; b and;
ad e isemen ;
ce i ica ion o he p oduc ; ano he (indica e)
S a e he main eason o buying na u al
cosme ics compa ed o con en ional cosme ics.
eason_ o _shopping I hink hey ha e a mo e in luen ial e ec on
my heal h; I hink I p o ec na u e mo e;
I belie e ha I suppo small and medium-
sized en e p ises mo e; ano he (indica e)
Do you p ac ice a heal hy li es yle? heal hy_li es yle yes; no
Sou ce: Au ho s’ wo k
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 239
selec ed expe ience. The expe ience wi h he p oduc
o se ice, among he o he possible a iables, may
in luence he consume ’s a ibu es as well as he i m’s
a ibu es. In he ques ionnai e, we inqui e abou he
p ice le el and quali y le el o na u al cosme ics o
ack esponden s’ expe ience wi h na u al p oduc s.
As one may imagine, he las model’s ield makes i
possible o close he imagina y loop o he consume ’s
pa h unning om he i s conside a ion o a p oduc ’s
o se ice’s pu chase o he ac ual consump ion and
hen back o ano he conside a ion.
Finally, we ha e included a ques ion on pu chase
equency. I is he i s co e ques ion o ou
ques ionnai e and is no ela ed o any o he ou
model’s ields. Howe e , i is o high impo ance o
ou in es iga ion because he numbe o imes ha
a consume pu chases a na u al cosme ic p oduc
is linked o all he ou ields o he model as well
as o some o ou esea ch ques ions. The pu chase
equency mi o s he i m’s and consume ’s a ibu es,
as well as he consume ’s sea ch o in o ma ion and
e alua ion, his/he decision-making and eedback (see
Figu e 1).
In he ques ionnai e, mos o he sociodemog aphic
indica o s used in Possamai e al.’s (2021) pape we e
aken and, whe e necessa y, adap ed. The e a e sex
( wo ca ego ies), age (6 in e als), comple ed educa ion
(3 ca ego ies), s a us (6 ca ego ies), pe manen place o
li ing ( egions o e e y selec ed coun y) and income
(7 o 8 alid possibili ies and a possibili y o non-
esponding).
Th ee language e sions o he same ques ionnai e
we e p epa ed. Responden s we e ec ui ed om he
social media con ac s o he au ho s o his pape and a
ew uni e si y ci cui s, so con enience sampling was
used. We a ge ed only people bo n in hose coun ies
and ha ing pe manen esidence he e. Responden s
om he h ee coun ies answe ed in di e en pe iods
o up o 8 days, om 20 Sep embe un il 26 Decembe
2021. The au ho s we e unable o collec answe s a
he same ime due o hei wo k du ies.
Figu e 1. Embedding he ques ionnai e’s ques ions in he Nicosia model
Sou ce: Au ho s’ wo k
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 240
All people we e asked once ia a p i a e in i a ion,
and no eminde was sen o hem o a oid excessi ely
in ading hei p i a e li es ( he same people ha e
been in i ed o pa icipa e in o he su eys). As soon
as he eplies s opped accumula ing and i was clea
no mo e answe s would be eached, he e was no
need o ex end he ime o da a collec ion and he
su ey ended. We collec ed 230 ele an eplies om
he Czech Republic, 175 om Slo akia and 325 om
Poland.
Fi s , we in es iga ed whe he he answe s o
he co e ques ions depend on a coun y. Then, he
dependence o hese answe s on sociodemog aphic
indica o s was in es iga ed in o de o answe he
o mula ed esea ch ques ions. Fo bo h ypes o
dependence, we applied s a is ical es s o independence
and coe icien s o dependence based on he equencies
in con ingency ables. Namely, we used C amé ’s V,
he Goodman and K uskal au and he unce ain y
coe icien as he coe icien s o dependence wi h
he alues om he in e al om 0 (independence)
o 1 ( o al dependence). Fo all h ee coe icien s,
we ca ied ou es s wi h he ollowing s a is ical
hypo heses – he null hypo hesis: “ he alue o he
coe icien o dependence is ze o” and he al e na i e
hypo hesis: “ he alue o he coe icien o dependence
is no ze o” ( he same pai s o hypo heses o all h ee
coe icien s). Because C amé ’s V is compu ed as a
squa e oo o he Pea son s a is ic ans o ma ion, we
also use squa e oo s o he Goodman and K uskal au
and he unce ain y coe icien o compa e he alues
o each o he in his pape .
4. Resul s
As men ioned abo e, we analysed h ee samples
ob ained om 230 Czech esponden s, 175 Slo ak
esponden s, and 325 Polish esponden s. Some
ca ego ies o sociodemog aphic indica o s appea ed
in low equencies. Fo his eason, we me ged some
ca ego ies. The ca ego ies o sociodemog aphic
a iables used o he analyses a e men ioned in Tables
2–4. In all h ee coun ies, he sha e o men was e y
low, being abou 10% o he sample.
In Table 5, he e a e equency dis ibu ions o
co e a iables. In he case o a iables c i e ion_o _
selec ion and eason_ o _shopping, some ca ego ies
occu ed wi h low equencies (se e al esponden s
w o e hei own ca ego ies). Fo his eason, we
me ged he ca ego ies wi h low equencies in o a
ca ego y “ano he ” ( o a mo e de ailed analysis o he
esul s, see u he ).
We ound ha he answe s o all co e ques ions
depend on a coun y a he 5% signi ican le el, see
Table 6. In he case o a iables highe _quali y and
assumed_expensi eness, he ca ego y “no” occu ed
wi h low equencies in some coun ies. Thus, when
in es iga ing whe he hese a iables depend on a
coun y, we only conside wo ca ego ies: “yes” and
“o he opinion”.
In Table 6, he e a e alues o h ee coe icien s o
dependence: symme ic C amé ’s V and asymme ic
measu es ( he Goodman and K uskal au and he
unce ain y coe icien ). We ound he alues o hese
h ee coe icien s a e ei he he same o e y simila .
Mo eo e , he maximum o he p- alues o he
asymme ic measu es is he same as he p- alue o
C amé ’s V. Fo he abo e easons, we will men ion
only C amé ’s V in he ollowing ex .
Di e ences in answe s among he coun ies a e
ob ious om Table 5, and in he ollowing lines,
selec ed esul s will be p esen ed. We can see ha
he Polish esponden s buy na u al cosme ic p oduc s
Table 2. F equency dis ibu ions (in pe cen ) o
sociodemog aphic a iables acco ding o he coun ies
( he numbe s o esponden s in pa en heses)
Czechia
(230)
Slo akia
(175)
Poland
(325)
sex
men 10.4% 12.0% 8.9%
women 89.6% 88.0% 91.1%
age
24 o less 52.2% 37.7% 39.7%
25–44 27.8% 42.9% 45.8%
45 o o e 20.0% 19.4% 14.5%
educa ion
basic o seconda y 55.2% 68.0% 47.7%
highe o uni e si y 44.8% 32.0% 52.3%
s a us
employed o sel -
employed
48.7% 58.9% 59.4%
o he s a us 51.3% 41.1% 40.6%
Sou ce: Au ho s’ wo k
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 247
consume s’ pe cep ion o he en i e b and as p o-
heal h and ecological.
6.3. Limi a ions and u u e esea ch
The s udy on Czech, Slo ak and Polish consume s
was limi ed by se e al ac o s. The i s was he sizes
o he esea ch samples and he low equencies o
some ca ego ies. The p oblem wi h low equencies
was caused mainly by he sampling me hod – we had
o ely ully on ou social con ac s. They we e also
able o sha e he ques ionnai e u he . The e o e,
we a e unable o s a e how many pe sons we e
add essed in o al, bu hose add essed di ec ly
almos always eplied. None heless, i is e iden ha
some pa s o socie y o he h ee coun ies we e no
ep esen ed su icien ly in ou samples despi e he
majo willingness o ill ou he ques ionnai e, and
people wi hou in e ne access we e no add essed
a all. Al hough he ecoding o some o he o iginal
ca ego ies in o newe ones made he conduc ion o he
necessa y s a is ical analysis mo e meaning ul, he
di e si y o ca ego ies wi hin some a iables has been
signi ican ly dec eased, which hen educes he scope
o new cogni ion.
Ano he limi a ion is also ela ed o he me hod
o selec ing esponden s – he use o con enience
sampling makes i impossible o in e p e he
esul s o he en i e popula ion o he h ee Cen al
Eu opean coun ies. Howe e , by compa ing he
esul s o he analyses in di e en coun ies, we can
ge a ough idea o he si ua ion in he a ge ed egion.
Ano he issue is he in e p e a ion o he ques ions, in
pa icula hose ela ed o leading a heal hy li es yle
– di e ences in he in e p e a ion o his e m may
occu be ween na ionali ies as well as be ween each
esponden . The e o e, i is di icul o de e mine he
accu acy o hese s a emen s – u u e esea ch should
use scales ela ed o his ma e o make he esul s
mo e accu a e. Fu he mo e, his c oss-sec ional
s udy analyses da a om a speci ic poin in ime and
hus emphasises he a i ude o consume s om he
h ee coun ies owa ds na u al cosme ics. Howe e ,
aking in o accoun he dynamic inc ease in consume
in e es in na u al p oduc s, i would be bene icial o
conduc a longi udinal s udy o in es iga e changes
conce ning a i udes owa ds na u al cosme ics,
which may ake place o e a long- e m ho izon.
The e is a disp opo iona e dis ibu ion o
esponden s wi hin he egions o he coun ies, bu
esponden s’ answe s did no depend signi ican ly on
he egions (in he Czech Republic, no s a is ically
signi ican dependence on egions was ound a all,
in Slo akia and Poland only o 2 and 3 ques ions,
espec i ely). The e o e, calcula ions based on hese
answe s should no be signi ican ly a ec ed by
disp opo ions.
In addi ion, when i comes o he heo e ical
ounda ions o he esea ch, p io esea ch s udies
ele an o he pape ’s opic we e limi ed. This pape
ied o inco po a e a componen o he heo y o
planned beha iou (subjec i e no m) and inqui ed
abou he main d i e s and mo i es o consume s
o na u al cosme ics o be e unde s and he
phenomenon o g een consump ion, bu a b oade
ansposi ion o heo e ical cons uc s in o his
s udy was a oided. Also, his pape only mi o s he
co e componen s o he Nicosia model o consume
beha iou o he composi ion o he ques ionnai e.
Howe e , he ambi ion o his s udy was no o eplica e
o e en alida e a comple e heo e ical model. This,
as a esul , means ha he pape ’s indings a e mo e
likely o be bene icial o he co po a e sec o han
o academia. On he o he hand, he ac ha some
o he pas esea ch indings could be alida ed he e
and ew o he disco e ies we e made may s ill be o
high impo ance o u u e esea che s in he opic o
na u al cosme ics.
7. Conclusion
This esea ch has aimed o pa ially ill he exis ing
esea ch gap in e ealing whe he di e ences exis
among consume s om di e en coun ies ega ding
a i udes owa ds na u al cosme ics. The a ailable
li e a u e on he same o simila opics o da e a ely
used a pe spec i e om mul iple coun ies. Thus, h ee
neighbou ing coun ies om he Cen al Eu opean
egion we e selec ed, and con enience sampling was
used o he dis ibu ion o he same ques ionnai e in
indi idual coun ies.
In all h ee coun ies, he esul s indica e ha
heal h and, less impo an ly, en i onmen al conce ns
a e hose ha mainly p opel people in hei decision
whe he o p e e na u al cosme ics o con en ional
ones. Fu he mo e, no s a is ically signi ican
dependence could be ound be ween how esponden s
pe cei e he p ice le el o na u al cosme ics and hei
sociodemog aphic p o ile simul aneously in all h ee
CEEJ • 11(58) • 2024 • pp. 233-251 • ISSN 2543-6821 • DOI: 10.2478/ceej-2024-0016 248
coun ies. Exis ing sou ces sugges ed he e could be
a link; howe e , hose sou ces assessed o he kinds o
na u al o o ganic p oduc s, so his esea ch b ings
a new inding ha should be ca e ully o e iewed
in he u u e by ano he su ey. On he o he hand,
some esponden ’s sociodemog aphic cha ac e is ics
do in luence he equency o pu chasing na u al
cosme ics, bu he e migh be di e ences ac oss
coun ies ega ding which cha ac e is ics may be he
c ucial ones o such in luence.
We can asce ain ha om he pe spec i e o
all h ee coun ies, he equency wi h which people
buy na u al cosme ics does no depend on heal h
awa eness. Mo eo e , one’s awa eness abou na u al
cosme ics is no dependen on esponden s’ age o
hei le el o educa ion.
Ou esea ch has also ound ou ha consume s
do no always associa e na u al cosme ics wi h highe
quali y as signi ican pe cen ages o people in all
h ee coun ies ind his associa ion on a case-by-case
basis and small pe cen ages o consume s e en do no
ind such an associa ion. Addi ionally, he esea ch
indica es ha he decla ed composi ion o he p oduc
plays a c ucial ole in all h ee analysed coun ies.
The las esul wo h commen ing on is ha a
pe son who buys na u al cosme ics o en is mo e
likely o indica e ha such cosme ics a e o highe
quali y han people who buy hem occasionally. This
esea ch has also de ec ed some o he s a is ically
signi ican dependencies, mos ly linked o one o
wo o he h ee coun ies unde in es iga ion. These
dependencies we e no speci ically commen ed on i
no necessa y, and some o hem only ep esen ed a
bypass e ec o ou in es iga ion. I is none heless
necessa y o emind ha ou samples we e limi ed,
especially when i comes o he numbe o esponden s
in some ca ego ies. The e o e, he dependencies could
be assessed again in he u u e.
This pape is only pa ially suppo ed by he
exis ing heo e ical backg ound, and i s o ien a ion
and esul s appea o be mo e bene icial o he
cosme ic b anch, especially companies ac i e in he
segmen o na u al cosme ics in he a ge ed egion.
None heless, he pape may also become use ul o
u he esea che s as he p e ious lines b idged
some gaps om pas esea ch on na u al cosme ics
and e ealed whe he some o he esul s om he
Cen al Eu opean egion pa alleled indings om
o he in es iga ions ca ied ou wo ldwide. Mo eo e ,
he c ea ed ques ionnai e can be easily eplica ed in
u u e esea ch in o he geog aphical egions and
se e as an addi ional ool o he assessmen o
cen al beha iou al ai s and mo i es o consume s
o na u al cosme ics.
Acknowledgemen
The au ho s wan o hank Ms. Ma ianna Dunčko á
o helping collec da a in he Slo ak Republic.
This a icle was p epa ed wi h he ins i u ional
suppo o he Facul y o In e na ional Rela ions and
he Facul y o In o ma ics and S a is ics o he P ague
Uni e si y o Economics and Business.
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