Years to years, the relation that exists between the individuals and the environment has taken more importance and keeps on growing up. Several reasons are behind the reinforcement of this relationship as for instance health-consciousness, cost-effectiveness, status, security or pleasure. This change in attitude has been noticed within multiple companies, especially in the cosmetics industry. Nowadays, it is becoming harder for them to find which green strategies they should implement in order to keep their eco-friendly customers and to reach new targets. Moreover, it has been detected that the consideration of green issues can be different between countries. It is the case between Sweden and France, they are in different stages regarding green issues. Sweden is seen greener than France on several levels: housing, foods and transportation rankings. However, it has been detected that the French population purchase more green goods than Swedish. Consequently, the purpose of this study was to investigate the consumer attitude toward green products and how it is influenced by culture.

The authors, Solène Salaün graduated Master student from Rennes Business School in France and Marine Pontet graduated Master student from France Business School, wrote together this research while doing an exchange in Linnaeus University in Sweden during their double Bachelor degree specialized in International Marketing.

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