

You are being invited to take a part in this research study. Please take time to decide if you are willing to be a participant. Read all of the information carefully to make sure you understand the research purpose and your involvement. Do not hesitate to discuss it with others to make sure you clearly understand all the information given in this sheet.



What is the purpose of the study?



My study concerns the effects of the increase of vegan and cruelty free products in the cosmetic and skincare industry and the buyer behaviour of consumers. The study focuses on what determines this behaviour in this market and how consumer and brand variables affect whether consumers prefer to purchase either the ethical or non ethical brands and why. There is a growing awareness in what we use on our skin and if it matches our personal morals; thus the huge expansion of an ethical market niche. Over the years major skincare companies have been exposed for animal testing and using potentially harmful and animal based ingredients of their products. The purpose of this study is to add research to existing knowledge on consumer behaviour in these markets and with ethical product brands.



Why have I been invited to participate?



You have been invited to take part in my study as you are over 18 years old, meaning you are highly likely to be a regular skincare and/or cosmetic user. Your participation and past experience of these products are extremely valuable to my study.



Do I have to take part?



Participation in this study is completely voluntary; you can participate if you wish and you have the rights to opt out at any time if you feel you want or have to.





What will happen to me if I take part?



By taking part in my study you will be given a questionnaire to complete answering as truthfully as possible and send back to me or to give back in person if you wish. Contact details will be on the questionnaire sheet. After finishing the questionnaire nothing more will be asked of you and you will have completed your participation.



What do I have to do?



After signing your consent to participate I will give or send you a questionnaire to fill out. Take the time you need to be able to answer as accurately as possible.



What are the possible disadvantages and risks of taking part?



Since the study research is based on this one questionnaire there are no risks in participating in this study. Your data will be recorded anonymously and no other data can or will be collected other than what you have filled out on the questionnaire. It will take a few minutes of your time.





What if something goes wrong?



Albeit extremely unlikely that any problems will develop due to the nature of the study, in any circumstance you are allowed to opt out of completing the questionnaire at any time. If you wish to complain then it is advised to contact the Chair of the College of Business, Arts and Social Sciences Research Ethics Committee.





Will my taking part in this study be kept confidential?



Yes, your name and personal details will not be disclosed anywhere or to anyone else. If any of this research leaves the university your name will be removed. As the information is stored on a secure Brunel University server, only I, my personal tutor, and my module leader will be able to access my recorded data. In the write up of my study no names or certain individual completed questionnaires will be mentioned.





What will happen to the results of the research study?



After I have an optimum number of respondents the results will be transcribed and analysed on an aggregate form. All data and results will be stored on a secure University server and unavailable to the public.

