AN ANALYSIS OF FAITH POPCORN'S "SAVE OUR SOCIETY "TREND: A CASE STUDY ON CONSUMER BEHAVIOR STRATEGY OF THE BODY SHOP "

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Tümbek Tekeoğlu A. N., Ayub S. F.

INTERNATIONAL CONGRESS OF NEW SEARCHES IN SCIENCES PROCEEDINGS BOOK, Kocaeli, Türkiye, 9 - 10 Aralık 2023, ss.45-50

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Kocaeli
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.45-50
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

Abstract The dynamic field of consumer behavior has become an integral aspect of the contemporary business landscape, exerting a profound influence on market dynamics and strategic business practices. The Body Shop is seen as a pioneer in the 'Save our Society' trend for its unwavering commitment to ethical and sustainable practices, which not only shape its consumer strategy but also significantly influence consumer behavior by inspiring conscientious choices and values in the beauty industry. This paper analyses the practical application of the trend ‘Save Our Society’ by The Body Shop in relation to consumer behavior. The company’s outlook towards sustainability in its production, positive involvement in local communities, efforts in supporting human rights, campaigns against animal testing, promotion of positive self-esteem and most importantly integrity and honesty are shaping consumer behavior in the industry. This paper offers a literature review of a brief history of the company, specifically from the standpoint of corporate social responsibility (CSR), its past and current evolution in consumer strategy. The paper also provides a summary of the brand’s acquisition by the French cosmetics multi-million-dollar company, L’oreal, and its effect on consumer satisfaction with the brand. To delve deeper, this paper will give a brief comparison of The Body Shop to other brands in the same industry to provide more context on the subject of consumer behavior and the ‘Save Our Society’ trend as well as highlight how other brands are following The Body Shop’s consumer strategy. This paper concludes with a summary to explain the company’s success in achieving sustainable consumer relations through its practices in the past and present with regard to consumer behavior as well as its plans to thrive in the ever-changing consumer-driven market. Keywords: The Body Shop, Save Our Society, Social Responsibility, Social Conscience of Ethics, Consumer Behavior, Consumer Strategy