The correlation results show that patronage of Body Shop products because of their being environment friendly is significantly correlated with their being a socially responsible company. This means that patronage of Body Shop products increases as well with positive perceptions of their company as being socially responsible. Moreover, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment.
None of the statements were significantly related to overall satisfaction of Body Shop products, which suggests that there are other determinants of satisfaction apart from espousing environment friendliness and corporate social responsibility.
Clearly, based on Schaper’s (2005) nomenclature, Body Shop is a green-green company which deliberately has an environmental vision. He asserts that a true double green company does not exist because it is what experts call the perfect model of what an environmental company should be.
He also has cited Body Shop as an epitome of this category, which ecocopreneur Anita Roddick has deliberatly pushed towards a strong environmental thrust.
She did not merely intend to make profits but also wanted to have environmentalism as a core value. Moreover, she was successful at reinventing the cosmetics industry into something that conveyed honesty, altruism and environmental stewardship, in stark contrast with its cheating nature (Schaper 2005). Thus, everything about the company espoused this core value.
Clearly, the growth of the company was a consequence of Anita Roddick’s social vision. Moreover, there has been a rising trend of consumers who look for merchandise and services that work toward saving the planet and its resources, which has made Body Shop extremely popular and successful (Schaper 2005). To this day, the company continues to espouse the same values. In fact, changes in store at the end of August Customers will showcase the same values that reflect its socially responsible nature, including its environmental, human rights, anti-animal cruelty and community-trade credentials.
These are thrusts which they have been pursuing for the past three decades and they intend to influence patrons to be crusaders of the same noble goals. With the death of their founder Anita Roddick, they intend to pursue the same goals of avoidance of testing on animals, utilization of recycled plastic bottles and encouragement of community trade to in developing countries, buying plant-based oils, essences and other ingredients from communities in developing countries (Mah 2008).
While the company remains to be competitive, they have to struggle to compete against numerous competitors who just go along with the green bandwagon in the cosmetics industry. They compete with retailers like Lush, Bath & Body Works and even companies like bleach-maker Clorox who green washed its image by merging with Burt’s Bees toiletries company (Mah 2008). The results show that Body Shop has met all its patrons’ expectations except for competitive price of the product; trendiness or fashion sense represented by the product; and the sales promotions used for the product.
Moreover, it has been found that patronage of the products of Body Shop is significantly correlated with their being a socially responsible company. This means that patronage of Body Shop products increases as well with positive perceptions of their company as being socially responsible. In addition, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment.
However, none of the statements were associated with overall satisfaction of Body Shop products, which suggests that there are other determinants of satisfaction aside from being an environmentally friendly and socially responsible company. Chapter 5 Conclusion and Recommendations 5. 1 Introduction This chapter shall present succintly the conclusions which have been garnered from the current research. Following this are some recommendations for the company and for future research. 5. 2 Conclusion.
The following are the conclusions yielded from the present study: 1) Body Shop has exceeded patrons expectations on the following factors which affect cosmetic buying choice: quality of the products, the customer service of the store personnel; the variety of product offerings in the store; the convenience of going to the store location; attractiveness of the packaging; the degree to which the product espouses “natural” rather than artificial; the values espoused by the company who sells the product.
2) Body Shop has matched patrons’ expectations on the following factors which affect cosmetic buying choice: brand; the degree to which the product is environment friendly; and positive feedback garnered from significant others. 3) Body Shop, on the contrary, did not meet patrons expectations on the following factors that affect patrons’ cosmetic buying choice: competitive price of the product; trendiness or fashion sense represented by the product; and the sales promotions used for the product.
4) The correlation results show that patronage of Body Shop products because of their being environment friendly is significantly correlated with their being a socially responsible company. In addition, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment. None of the statements were significantly related to overall satisfaction of Body Shop products. 5. 3 Recommendations.
The following recommendations are put forth from the results of the present study: 1) Body Shop should continue to leverage on its exceptional image, both as a corporation and as an employer. Its brand of being an environmentally conscious and socially responsible company is indeed very strong even after the death of its founder. This is a facet that it must carefully preserve for increased competitiveness. 2) The company should look into the factors that have not met the expectations of its patrons, namely price, trendiness, and promotions.
It must continuously look for innovative ways of making patrons see the value of paying a premium for natural products, especially now that consumers are becoming increasingly cost conscious. The respondents are very young, and thus are always in pursuit of something novel –this is something that Body Shop must be keen about. 3) Future researchers may use more complex research designs to ascertain the other correlates of satisfaction with cosmetic products. They may integrate more variables for study, using analysis of variance, factor analysis, or path analytic approaches for a more profound understanding of the topic.
4) The same study may be replicated in other settings, to determine if culture has some influence on choice of cosmetic products.
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