Consumers’ Opinions on the Usefulness, Understandability, and Reliability of Product Claims on Natural Cosmetics Packaging

Abstract

Packaging and its integral elements can be among the carriers of product claims, which often encourage consumers to purchase cosmetics, and many make purchasing decisions based on them. There is, therefore, a tendency to put an increasing number of claims on packaging; these, according to requirements, should be useful, understandable, and reliable. This article aims to determine the importance of information placed on packaging during the purchase of natural cosmetics in comparison with other packaging elements, and to assess the usefulness, understandability, and reliability of selected groups of product claims placed on natural cosmetics packaging. The results confirm that the information placed on the packaging of natural cosmetics is an important element to which consumers pay attention. The most useful, understandable, and reliable claims are performance claims, ingredient-related claims, and environmental claims.