Consumer Attitudes Towards key Ethical Retailing Issues: A comparison ofBangladesh and the UK.

Abstract:

The purpose of this paper is to explore the ethical issues in retailing and its implications oncomparative consumers’ purchase decisions of cosmetics in the United Kingdom andBangladesh. Consumer response to ethical and green issues in recent years appears to varyconsiderably between developed and developing economies. In particular, this paper alsointends to identify how and to what extent, in a developing country like Bangladesh,consumers’ purchase decisions are influenced by the concept of ethical, green and animalwelfare issues and what impact these have on brand or product preferences. Finally, the roleof retailers in cosmetics marketing is also considered.

A structured questionnaire survey was conducted among female Bengali consumers in thecapital city of Dhaka in Bangladesh and female British consumers in Southwest London in theUnited Kingdom. The Mann-Whitney U test was conducted to explore the attitudes of theconsumers in the two different countries towards the green and ethical marketing environmentand their impact on the purchase decision process of buying cosmetics.

Ethical purchasing attitudes have some similarities between the UK and Bangladesh.However there could be differing reasons for the adoption of ethical stances. Youngconsumers, however, have similar attitudes in both countries.

Introduction:

Ethical purchasing, otherwise known as ‘ethical consumerism’, refers to those individuals thatare conscious consumers (Szmigin et al., 2009), who are “highly aware of ethical issues andmany are ready to put their money where their morals are”, (Freestone & McGoldrick, 2007,p445). Ethical consumerism can be defined as “the practice of purchasing products andservices that actively seek to minimise social and/or environmental damage, and theavoidance of products deemed to have a negative impact on society or the environment,”(IGD, 2007). This includes concern for a broad, complex range of issues including theenvironment, animal welfare rights and human rights (Wheale & Hinton, 2005). It can includethe pro-active behaviour of purchasing goods or services due to their perceived ethicality orbehaviour that involves avoidance (i.e. boycott) of goods or companies due to their perceivedunethical practices (Cherrier, 2007; Szmigin et al., 2009).

As such, traditional marketing profiling, positioning and communication techniques may needto be reappraised if products are to appeal to this growing market sector (Diamantopoulos etal., 2003) and retailers will need to understand better the ethical markets relevant to theirparticular products to create successful marketing strategies. For example, in the case of thetoiletries market sector of which cosmetics is a significant constituent, research has shownthat upholding animal rights / welfare is considered the most important ethical considerationto which takes priority over environmental concerns and those relating to human rights(Wheale & Hinton, 2005).

To further complicate this situation for marketers, although ethical consumers may possessthe knowledge, ability and aspiration to make ethical purchasing decisions this is not always

reflected in the consistency of their actual purchasing behaviour (Carrigan & Attalla, 2001;De Pelsmacker et al., 2005). This situation has been variously described as: ‘the attitude:behaviour gap’, the ‘words/deeds inconsistency’, the ‘halo effect’ and the ‘30:3 syndrome’(Shaw & Clarke, 1999; Cowe & Williams, 2000; Carrigan & Attalla, 2001; Newholm, 2005;Nicholls & Opal, 2005; Wheale & Hinton, 2005).

Literature Review

Both in developed and developing economies the importance of green marketing is inevitablefor marketers in adopting their corporate strategy, production process and supply chainactivities.

Consumers benefit in several ways through green marketing. The benefits often influenceconsumer decision making and consumer will vary in their extent to which they value theirbenefit (DahlStrom, 2011). The consumers who feel concerned about their contribution toreduce climate change are often sensitive about corporate efforts to reduce pollution. At thesame time consumers value the opportunity to be associated with environmentally friendlyproducts and organisations (Cornelissen, 2008). For example the retail atmosphere of bodyshop prompts customer to associate their consumption with an environmentally friendlyorganisation (Kent and Stone, 2007).

In Bangladesh every year there has been an increasing impact from natural disasters causedby climate change. Bangladesh makes the smallest contribution to global emissions of GHGs(Greenhouse Gases). According to the Little Green Data Book (2007), in the South Asiagroup, the total per capita emission of CO2 is 1.0 ton, where the contribution from Bangladeshto CO2 is less than 0.02 ton. The per capita emission of CO2 in the United Kingdom is 9.4 tonsand an American citizen emits about 19.9 tons of CO2 every year. In order to reduce GHGemissions the UN Global Compact stands for ‘Caring for the Climate’ to demonstrate theimportance of business leadership on the issue of climate change; which consequentlyinfluence two multinational cosmetics companies L’OREAL and Unilever to becomesignatories of GC (Global Compact) among 147 multi-stakeholder companies.

The cosmetics industry attempts to contribute to maintaining a green and sustainableenvironment by recycling the materials in packaging. The European cosmetics industryappears, in general, to be thoughtful about the use of large quantities of chemicals in theirproducts. The finished cosmetics products and safety ingredient usage are already deregulatedand controlled via the seventh amendment of the cosmetics directives; and the Registration,Evaluation, Authorisation and Restriction of Chemical substances (REACH) initiativeaddresses both the safety and long-term environmental impact of the ingredients used incosmetics, as well as their packaging (REACH, 2007).

The latest innovations in packaging of natural cosmetics; for example, “Aveda usesenvironmentally-friendly packaging materials by determining the entire life cycle of apackage and the environmental impact that package will have from the starting point ofsourcing of raw materials, to making that package, and to the final disposal of the container”(Dianne, 1996). Aveda also focuses on the post using consumer waste as it believes that “apackage is not truly a recycled package unless it contains post-consumer waste” (Dianne,1996). The idea of refillable fragrance is not only environmentally friendly but alsoeconomically profitable and leads to customer satisfaction. In 1990 when Rocha introduced

Globe fragrance, customers complained that they felt guilty about throwing away such abeautiful bottle. As a consequence, this led the company to introduce a refillable ‘Globe’fragrance range, and later Rocha also introduced the refillable Eau de Toilette ‘Tocado’ range,and the refillable luxury metal edition of Globe (Alev, 1994). There were economic reasonsfor introducing refillable bottles according to Rocha’s brand manager; nearly one fifth of thecompany’s $64 million women’s fragrance wholesale turnover was generated in the previousyear (Alev, 1994).

Consumers’ concern about animal welfare

The very controversial issue of animal testing was first introduced in 1993. The animal rightsactivist groups are continuously protesting against animal testing which consequently placespressure on marketers to stop the practice. It has been found from a survey undertaken by theAge/Gallup organisation that 60 percent of consumers declined to use such cosmetics andtoiletries such as shampoo, lipstick and perfume which are tested on animals (Laurie andAdrianne, 1990). On the other hand the Cosmetic, Toiletry and Fragrance Association andhealth-and-beauty aids companies argue that animal testing is vital to ensure the products’safety although some major companies such as Revlon Inc., Avon Products and Faberge Inc.have stopped animal testing (Laurie and Adrianne, 1990). Companies such as The Body Shopbuilt their business models on products which were environmentally-sourced and free ofanimal testing.

Animal ingredients and animal testing in cosmetics products

The ban on animal testing in cosmetics and toiletries does not ensure that the products do notcontain animal derived ingredients. As The Body Shop (1995) states: ‘Until now there hasbeen no non-animal alternative which is compatible with the type of ingredients used in thebeads and this is a problem throughout the cosmetic industry’ (p. 25). The cosmetics industryhas historically used many animal-derived ingredients which are by-products of the meatindustry (p. 25).

The recent concerns for environment and animal welfare among the consumers pressurises themanufacturers to reposition the old products and bring in new products. This is helping toexpand the organic beauty industry. For example, in 2006, Clarins and Kibio, the two Frenchbeauty companies, created a partnership in order to produce natural and organic skin careranges (Pitman, 2006). In 2007, YSL Beaute developed its first organic skin care line withStella McCartney and L’Oreal purchased the leading French organic cosmetics maker andsupplier, Sanoflore, in 2006 (Hill, 2007).

While undertaking this research there does not appear to be a significant body of literatureabout cosmetics producers based in Bangladesh or about the attitudes and concerns ofconsumers in that country.

Research Methodology

As mentioned earlier, this paper seeks to identify the attitudes of consumers towards theenvironment and animal welfare in a cross-country environment. A questionnaire surveymethod was selected for data collection. The purpose of this survey was to measureconsumers concerns about green environment and animal welfare issues into their purchase

decision of buying cosmetics products between developed and developing nation. A twocountry comparison was performed in order to acquire a comprehensive understanding of theattitudes and concerns of how consumers in a developing country such as Bangladesh valuegreen environment and animal testing and animal ingredients into their cosmetics purchasecomparing to the consumers in a developed nation the UK.

Questionnaires were developed for use in the UK and Bangladesh (in Bengali). Over 300questionnaires were posted in Bangladesh using personal contacts and viral messaging.Approximately 1,500 were posted in the UK. From Bangladesh, 150 fully completedquestionnaires were returned and 142 from the UK, providing a total viable sample of 292questionnaires.

In order to meet objectives which aim to explore the attitudes towards environment andanimal welfare issues and its influences on the decision making process of buying cosmetics,the following variables and scales were constructed using with 5-scale Likert measurement(1= strongly agree, 2=agree, 3= neither agree nor disagree, 4= disagree and 5 =stronglydisagree).

Environmentally friendly packaging (Single-item Likert scale) Use of organic cosmetics and save environment (single-item Likert scale) Animal welfare (Multi-item Likert scale)

The target population specifically defined for this study is female consumers in the UnitedKingdom and in Bangladesh. the target population were selected as young female consumersage between (18-21, 22-25, 26-29), middle-age female consumers age between (30-33, 34-37,38-41, 42-45) older consumers or the senior citizen age 50 and above in terms of thedifferences in geographic, socio-graphic, psychographic and economic environments in theUK and in Bangladesh.

A non-probability and convenience sampling technique applied to distribute questionnaires.The data obtained for this study was collected from the capital city of Dhaka in Bangladeshand the Hampshire County in the United Kingdom. The questionnaire was administeredamong female consumers aged over 18 in both countries. The data were analysed andinterpreted by using the SPSS 17.0 (Statistical Package for Social Science). A non-parametricMann-Whitney U test and a contingency table analysis technique have been performed inorder to compare the differences in the ranked position of scores in two different countries.Results:Normality test:

The data distributions (see appendix- 1and 2) for the United Kingdom df (137) =0.00, p<.05,and the data distributions for Bangladesh df(147) = 0.000 both appear to be non-normal foreach variables. The significance of K-S and Shapiro-Wilk tests are less than .05 therefore,significant. The tests of normality therefore support the application of non paramedic test forthis data.

The seven statements in the table-1 represent the concerns for environment and animalwelfare among Bengali and the British consumers.

Table-1: Test statisticsTest Statisticsa

Whe

n pu

rcha

sing

cosm

etic

s, I t

hink

it is

very

impo

rtant

tose

lect

pro

duct

s whi

chha

ve e

nviro

nmen

tally

frie

ndly

pac

kagi

ngW

hen

purc

hasi

ngco

smet

ics,

I thi

nk it

isve

ry im

porta

nt to

sele

ct p

rodu

cts t

hat d

ono

t con

tain

ani

mal

ingr

adie

nts

Whe

n pu

rcha

sing

cosm

etic

s, I t

hink

it is

very

impo

rtant

tose

lect

pro

duct

s who

sein

grad

ient

s hav

e no

tbe

en te

sted

on

anom

als

Whe

n pu

rcha

sing

cosm

etic

s, I t

hink

it is

very

impo

rtant

tose

lect

a p

rodu

ct/b

rand

whi

ch is

scie

ntifi

cally

cont

rolle

d

I bel

ieve

that

org

anic

cosm

etic

s can

hel

p m

e-av

oid

the

use

ofch

emic

als

I bel

ieve

that

org

anic

cosm

etic

s can

hel

p m

e-sa

ve th

e en

viro

nmen

t

To w

hat e

xten

t do

you

agre

e th

at th

e us

e of

orga

nic

cosm

etic

s is

very

impo

rtant

for y

ou

Mann-Whitney U

8639.000 8059.500 9537.500 7012.000 8363.500 9560.500 9597.500

WilcoxonW

19814.000 19234.500 19267.500 18038.000 18093.500 19430.500 19467.500

Z -2.827 -3.502 -1.247 -5.017 -2.951 -1.286 -1.147Asymp.Sig. (2-tailed)

.005 .000 .213 .000 .003 .198 .252

a. Grouping Variable: Nationality

Bengali respondents differ significantly from the British respondents on the first statement‘when purchasing cosmetics, I think it is very important to select products which haveenvironmentally friendly packaging’, U=8639.000, Z= -2.827 is significant at the level p <.05. On the second statement ‘When purchasing cosmetics I think it is important to select aproduct that do not contain animal ingredients’, Bengali respondents differ significantly fromthe British respondents, U=8059.500, Z= -3.502, p= < .001.The third statement ‘whenpurchasing cosmetics I think it is important to select products whose ingredients have notbeen tested on animals’ Bengalis did not differ significantly from the British consumers U=9537.500, Z= -1.247, p= >.05.The statement on the importance of the use of scientificallycontrolled cosmetics, showed Bengalis differ significantly from the British, U=7012, Z= -5.017, at the level of p = <.001. The attitudes towards the use of organic cosmetics can reducethe use of chemicals differs significantly between the Bengali and the British consumers U=9560.500, Z= -2.951, p= <.05. The other two statements doesn’t differ significantly amongBengalis and the British in terms of organic cosmetics can save environment (U= 9560.500,Z= -1.268, p > .05) and organic cosmetics is very important (U= 9597.500, Z= -1.147, p>.05).

Differences in the level of environmental concerns among Bengali and theBritish consumers by

The data (Appendix 3) reveals that young Bengali female (age group 18-29) were stronglyagreed with the statement in their purchase decision of buying cosmetics that it is important toselect a product which have environmentally friendly packaging then the British youngconsumer. However British middle age and senior citizen (age 46-50 and 50 over) showedgreater importance in choosing a cosmetic which has environmentally friendly packaging.

Bengalis (age group 22-37) strongly agreed that it is important to select cosmetics which arescientifically controlled that it doesn’t damage their skin and prevent social embracement. Onthe other hand, from the UK mean score it can be seen that the most age groups of Britishconsumers were neither agreed nor disagreed about the importance of scientifically controlledcosmetics brand apart from the one in age profile 46-50 and over 50. (Refer to appendix-3)

The use of organic cosmetics can reduce the use of chemicals was strongly supported byyoung British (aged group 22-33) whereas young Bengalis 18-21 years old showed strongsupport towards the statement. The age group 22-25 and over 40 British consumers stronglyagreed that the use of organic cosmetics can save the environment whereas the youngBengalis aged between 18-21 years old showed their concerns to save environment by usingorganic cosmetics. (Refer to Appendix-3)

British female age 46-50 showed greater interest in the use of organic cosmetics and itsimportance than the rest of the age groups. On the other hand the younger female Bengalisage group 18-29 and 30-37 agreed that the use of organic cosmetics is important to them.(Refer to Appendix-3)

Differences in the level of animal welfare concerns among Bengali and theBritish consumers by age

The mean score and the standard deviation represent attitudes of Bengali and the Britishconsumers towards animal welfare into their cosmetics purchase. Young female Bengali (age18-29 and 30-37) showed stronger feelings against the purchase of cosmetics that containanimal ingredients then the British female consumers at the similar age. On the statement ofthe animal testing in cosmetics products young British female consumers (age 22-29 and 30-33) showed stronger appeal that they will select cosmetics whose ingredients have not beentested on animals. On the other hand the young Bengali (age 22-25) showed stronger appealfor the animal welfare and would purchase cosmetics that are animal-test-free. The other agegroups of female Bengalis didn’t show any particular concerns about animal testing incosmetics. (Refer to Appendix-4)

From the result of the mean score of the age and concerns for environment and animal welfareon the bar chart (Appendix-5), it can be seen that both younger, middle age and senior Britishcitizens showed concern about green environment, animal welfare and the importance ofusing organic cosmetics. On the other hand mostly the young and the middle age Bengalisshowed greater concern about environment, animal welfare and the importance of usingorganic cosmetics. This shows that there is a change occurring in the new generation of thefemale Bengalis, their way of thinking and judgment and lifestyle.

Conclusions, Limitations and Recommendations for future research

The results indicate that consumer behaviour concerning cosmetics and ethics have somesimilarities between the UK and Bangladesh. However there could be differing reasons for theadoption of ethical stances. For instance in the UK there could be concerns about ethicaltesting and organic bases, however in Bangladesh there could be the additional concern aboutcosmetics harming the skin. The interesting feature is that the younger consumers inBangladesh are similar in their attitudes to the general UK consumer. This could be areflection of the way global communications are reaching out to all countries and how theyounger element are absorbing global trends more quickly. The limitation of the research isthe fact that more qualitative analysis could not be carried out. It is clear that this aspectwould have enriched the results and provided interesting insights. The recommendation forfuture research is that more countries should be sampled and that the cosmetic companiesshould be interviewed to obtain greater consumer insights.

References:

Alev, A. (1994). Prestige product power: prestige fragrances soar in popularity. Journal ofDrug and cosmetics Industry, 155 (4), 16 (2)

Carrigan, M. & Attalla, A. (2001). The Myth of The Ethical Consumer - Do Ethics Matter inPurchase Behaviour? The Journal of Consumer Marketing, 18(7), 560-578

Cherrier, H. (2007). Ethical Consumption Practices: Co-production of Self-expression &Social Recognition. Journal of Consumer Behaviour, 6, 321-335.

Cowe, R. & Williams S., (2000). Who Are The Ethical Consumers? 2nd ed. Co-operativeBank: London.

Dahlstrom, R. (2011). Green marketing management. International edition, Nelsen, educationltd.

De Pelsmacker, P., Driesen, L. & Rayp, G. (2005). Do Consumers Care About Ethics?Willingness to Pay for Fair-Trade Coffee. The Journal of Consumer Affairs. 39 (2)

Diamantopoulos, A., Schlegelmilch, B., Sinkovics, R., R. & Bohlen, G. M. (2003). CanSocio-Demographics Still Play a Role in Profiling Green Consumers? A Review of theEvidence and an Empirical Investigation. Journal of Business Research, 56, 465– 480.

Dianne, H. (1996). The Green Theory. Drug and Cosmetics Industry. 158 (2), 26

Ethical Consumer. (2009). Ethical Consumerism Report 2009. Available from:http://www.ethicalconsumer.org/ShoppingEthically/ukethicalmarket2009.aspx. [Accessed19th January, 2011]

Field, A. (2009). Discovering Statistics Using SPSS. 3rd ed. Sage Publication ltd: London.

Freestone, O.M., & McGoldrick, P. J. (2008). Motivations of the Ethical Consumer. Journalof Business Ethics, 79(4), 445-467.

Hill, E. (2007). How green is you cream [online]. March 3rd. Available:http://www.ft.com/cms/s/0/8abd288e-c92d-11db-9f7b 000b5df10621.html?nclick_check=1[accessed 13 July 2010]

IGD. (2007). Institute of Grocery Distribution Fact Sheet: Ethical Consumerism. 10.10.07[online] Available from: http://www.igd.com/index.asp?id=1&fid=1&sid=17&tid=0&folid=0&cid=291 [accessed 5 June, 2009].

Kent, T. & Stone, D. (2007). The Body Shop and the of design in retailing branding.International Journal of Retail and Distribution Management, 35 (7), 531-543

Laurie, F. & Adrianne, W. (1990). Animal Uproar: Consumers at odds with animals testing.Advertising Age (Midwest Region Edition), 61 (9), 2

Newholm, T. (2005). Case Studying Ethical Consumers’ Projects and Strategies. In: TheEthical Consumer. Harrison, R., Newholm, T., & Shaw, D. eds. The Ethical Consumer.London: Sage Publications, 107-124.

Nicholls, A. & Opal, C. (2005). Fair Trade: Market-Driven Ethical Consumption. London:Sage.

Pitman, S. (2006). Klarins and Kibio forge natural partnership. Product and Markets, SkinCare [online]. October 11th, Available:http://www.cosmeticsdesigneurope.com/news/ng.asp?id=71206-kibio-clarens-naturals-partnership [accessed 17 July 2010]

REACH. (2007). Rapra Conference Proceedings, Brussels, Belgium, 17-19 April

Shaw, D. & Clarke, I. (1999). Belief Formation in Ethical Consumer Groups: An ExploratoryStudy. Marketing Intelligence & Planning, 17 (2), 109-119.

Szmigin, I., Carrigan, M. & McEachern, M. (2009). The Conscious Consumer: Taking aFlexible Approach to Ethical Behaviour. International Journal of Consumer Studies. 33, 224-231.

The Body Shop. (1995). Animal Protection Statement 95. Publisher: Body shop, Watersmead,England. 32

The Little Green Data Book. (2007). International Bank for Reconstruction and Development.The World Bank: Washington.

Wheale, P. & Hinton, D. (2005). Ethical Consumers In Search of Markets, Business Strategyand the Environment. 16, 302-315

Appendices

Appendix-1

Normality test

Kolmogorov-Smirnova Shapiro-WilkNationality Statistic df Sig. Statistic df Sig.

When purchasing cosmetics, I think it isvery important to select products whichhave environmentally friendlypackaging

BritishBengali

.271

.337137147

.000

.000.849.757

137.147

.000

.000

When purchasing cosmetics, I think it isvery important to select products that donot contain animal ingredients

BritishBengali

.243

.259137147

.000

.000.869.795

137147

.000

.000

When purchasing cosmetics, I think it isvery important to select products whoseingredients have not been tested onanimals

BritishBengali

.215

.313137147

.000

.000.839.777

137147

.000

.000

When purchasing cosmetics, I think it isvery important to select a product/brandwhich is scientifically controlled

BritishBengali

.235

.341137147

.000

.000.847.748

137.147

.000

.000

I believe that organic cosmetics can helpme- avoid the use of chemicals

BritishBengali

.221

.201137147

.000

.000.869.896

137147

.000

.000

I believe that organic cosmetics can helpme- save the environment

BritishBengali

.209

.195137147

.000

.000.895.897

137147

.000

.000

To what extent do you agree that the useof organic cosmetics is very importantfor you

BritishBengali

.248

.253137147

.000

.000.885.886

137147

.000

.000

Appendix-2: Mean Ranks

RanksNationality N Mean Rank Sum of RanksBritish 140 157.79 22091.00Bangladeshi 149 132.98 19814.00

When purchasing cosmetics, Ithink it is very important to selectproducts which haveenvironmentally friendlypackaging

Total 289

British 139 161.02 22381.50Bangladeshi 149 129.09 19234.50

When purchasing cosmetics, Ithink it is very important to selectproducts that do not containanimal ingredients

Total 288

British 139 138.62 19267.50Bangladeshi 149 149.99 22348.50

When purchasing cosmetics, Ithink it is very important to selectproducts whose ingredients havenot been tested on animals

Total 288

British 138 166.69 23003.00Bangladeshi 148 121.88 18038.00

When purchasing cosmetics, Ithink it is very important to selecta product/brand which isscientifically controlled

Total 286

British 139 130.17 18093.50Bangladeshi 149 157.87 23522.50

I believe that organic cosmeticscan help me- avoid the use ofchemicals

Total 288British 140 138.79 19430.50Bangladeshi 149 150.84 22474.50

I believe that organic cosmeticscan help me- save theenvironment Total 289

British 140 139.05 19467.50Bangladeshi 148 149.65 22148.50

To what extent do you agree thatthe use of organic cosmetics isvery important for you Total 288

Appendix-3: The mean score age and the differences in the level ofenvironmental concerns among the Bengali and British consumers by age-

Whe

n pu

rcha

sing

cosm

etic

s, I t

hink

it is

very

impo

rtant

tose

lect

pro

duct

s whi

chha

ve e

nviro

nmen

tally

frie

ndly

pac

kagi

ng

Whe

n pu

rcha

sing

cosm

etic

s I th

ink

it is

impo

rtant

to se

lect

apr

oduc

t/bra

nd w

hich

is sc

ient

ifica

llyco

ntro

lled

I bel

ieve

that

the

use

of o

rgan

ic c

osm

etic

sca

n he

lp m

e av

oid

the

use

of c

hem

ical

s

I bel

ieve

that

the

use

of o

rgan

ic c

osm

etic

sca

n he

lp m

e sa

ve th

een

viro

nmen

t

use

of o

rgan

icco

smet

ics i

s ver

yim

porta

nt to

me

Age

Mea

n/ S

tand

ard

devi

atio

n

Brit

ish

Ben

gali

Brit

ish

Ben

gali

Brit

ish

Ben

gali

Brit

ish

Ben

gali

Brit

ish

Ben

gali

Mean 2.71 2.00 2.71 2.16 2.29 1.84 2.43 1.79 2.71 2.5318-21SD 1.38 .333 .951 .502 .756 .501 .787 .535 .756 .841Mean 2.56 1.86 2.33 1.69 1.67 2.67 2.00 2.72 2.44 2.8322-25SD .726 .647 .707 .562 .707 1.14 .707 1.12 1.13 1.24Mean 2.20 1.82 2.30 1.77 2.30 2.67 2.50 2.74 2.60 2.7926-29SD .789 .644 .823 .627 1.33 .982 1.43 .938 1.17 1.00Mean 2.55 1.80 2.55 1.67 2.73 2.53 2.91 2.53 3.18 2.6730-33SD .522 .561 .934 .617 1.10 1.30 1.22 1.30 .983 1.23

34-37 Mean 2.00 1.93 2.50 1.87 2.00 2.20 2.35 2.20 2.50 2.40SD .756 .594 .926 .640 .756 .862 .707 .862 1.05 .986

38-41 Mean 2.57 2.38 2.33 2.15 2.29 2.85 3.00 2.85 2.57 3.08SD .976 .506 1.03 .555 .951 .987 .816 .987 1.27 1.18

42-45 Mean 2.71 2.33 2.57 2.33 2.57 3.00 2.71 3.00 2.86 3.00SD .756 .577 .535 .577 1.39 .000 .756 .000 .690 .000

46-50 Mean 1.89 2.00 2.33 2.00 2.00 4.00 2.33 4.00 2.33 4.00SD .601 - .707 - .866 - 1.00 - .500 -Mean 1.99 2.00 2.00 2.00 2.13 2.00 2.24 2.00 2.58 2.0050 and

above SD .702 - .697 - .893 - .864 - .975 -

Appendix-4: the mean score age and the differences in the level of animalwelfare concerns among the Bengali and British consumers by age-

Whe

npu

rcha

sing

cosm

etic

s Ith

ink

it is

very

impo

rtant

tose

lect

prod

ucts

that

do n

otco

ntai

nan

imal

ingr

edie

nts

Whe

npu

rcha

sing

cosm

etic

s Ith

ink

it is

very

impo

rtant

tose

lect

prod

ucts

who

sein

gred

ient

sha

ve n

otbe

en te

sted

on a

nim

als

Age

Mea

n/ S

tand

ard

devi

atio

n

Brit

ish

Ben

gali

Brit

ish

Ben

gali

Mean 2.14 1.95 2.14 2.1618-21SD 1.21 .780 1.06 .602

Mean 2.33 1.71 2.33 1.8822-25SD 1.00 .673 1.32 .633

Mean 2.40 1.77 1.90 2.0326-29SD .966 .706 1.19 .628

Mean 2.09 1.60 2.00 2.0730-33SD .944 .917 1.00 .704

34-37 Mean 1.88 1.80 1.50 2.13SD .835 .676 .756 .640

38-41 Mean 2.57 2.15 2.43 2.38SD 1.13 .555 .976 .506

42-45 Mean 2.29 2.33 2.00 2.67SD .951 .577 .816 .575

46-50 Mean 2.00 2.00 2.00 2.00SD 707 - .707 -

Mean 2.14 2.00 2.00 2.0050 and aboveSD .899 - .971 -

Appendix-5: