Abstract:

As a result of the increase of product alternatives in the global market, it has become complicated and difficult for the consumer to choose one of these alternatives. In this process, the conscious consumer has begun to be more selective in the purchase decision. First, consumers who avoid products that damage their health during and after use; then they began not to favor products that harm the environment and the health of other living beings during production. Consumers who act with social responsibility consciousness that refuse to use products that harm human health and harmful to ecological balance, harm animals, refuse the rights of workers working in production, are defined as ethical consumers in the literature. In this study, the dimensions of ethical consumption are revealed, and ethical consumers are studied. It is aimed to help ethical consumer, leading cosmetics brands are ranked on the basis of the criteria that are important for the ethical consumer of skin care products with PROMETHEE Technique, one of the Multi Criteria Decision Making Methods 

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