Abstract:
Consumers around the world are starting to choose socially responsible lifestyles. This means that the cosmetics they use daily should also come from socially responsible brands and the Cosmetic Industry is responding. This research examines the attitude of the Bahraini consumers towards the CSR initiatives performed by the Cosmetic Industry, aims to understand the behavioural intentions of the Bahraini consumers to purchase socially responsible cosmetic products, and endorses the relationship between attitude towards CSR and the behavioural intention of the consumer to purchase. Seven participants were interviewed face-to-face to understand their perceived CSR, attitudes towards CSR and behavioural intentions to purchase socially responsible cosmetics. It was found that the perceived CSR of the Cosmetic Industry is limited to environmental and ecological initiatives as well as being against animal testing. The participants’ attitudes to CSR in the Cosmetic Industry is positive and welcoming thereby influencing their willingness to start buying or switching to products that are from socially responsible brands and the willingness to stop purchasing cosmetics that are not from socially responsible brands.

Key words: Corporate Social Responsibility, CSR, Cosmetic Industry, Bahraini consumers, attitude, behaviour, behavioural intention, Bahrain.