How cruelty-free logos impact brand image
: the moderating effect of consumer attitudes and consumer knowledge

  • Daniela Rosa Paderne (Student)

Student thesis: Master's Thesis


We live in the era of the conscious consumer, where people are more than ever, deliberating their choices before they make a purchase. They care for a healthy lifestyle and the good of the environment, but are they already considering the benefits of choosing cruelty-free products?With the potential to keep growing in the next years, the cruelty-free market is already worth millions but, some of the most well-known brands in the industry have yet to adapt to this conscious way of production. This research strived to investigate how the presence of cruelty-free logos on a product's package impacts the brand image, while also analyzing the moderation effect of attitudes towards green products and knowledge of cruelty-free. During the investigation, three different stimuli were created based on the results of an online Pre-Survey. The stimuli created had either no logo, a certified cruelty-free logo or, an uncertified cruelty-free logo. Subsequently, those stimuli were then used on an online questionnaire where they were randomly assigned to each respondent. Findings suggest that the presence of a cruelty-free logo on the product package does indeed increase brand image. It was proved that the knowledge of cruelty-free does impact the brandimage yet, no hypotheses were confirmed. However, regarding attitudes towards green products, no hypotheses were confirmed. This research aims to contribute to the literature gap surrounding cruelty-free and brand image, however, there is still a lot of space for further research due to the constant development of this topic.
Date of Award25 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Romeiro (Supervisor)


  • Cruelty-free
  • Cruelty-free logos
  • Certified logos
  • Uncertified logos
  • Green products
  • Knowledge of cruelty-free
  • Brand image


  • Mestrado em Gestão e Administração de Empresas

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