Moral and social factors that influence the purchase intention of cruelty-free products

Abstract

This study examines the influence of moral and social factors on Generation Z youth's willingness to pay more for cruelty-free cosmetic products. Based on a theoretical model that integrates moral internalization, moral symbolization, and subjective norms, a quantitative approach was applied to 300 valid surveys analyzed using PLS-SEM. The results show that both moral internalization and symbolization have a positive and significant effect on the decision to pay a higher price, while subjective norms have no relevant impact. The model explains more than 50% of the variation in willingness to pay more, confirming the decisive weight of individual convictions in the face of social pressure in ethical consumption. These findings provide theoretical and practical implications for understanding how personal values guide purchasing behavior and offer guidance to brands seeking to connect with young consumers committed to sustainability and animal welfare.