<![CDATA[Despite the growing popularity of ethical consumption, limited research has examined how Indonesian Generation Z perceives cruelty-free cosmetics. This study explores the values associated with cruelty-free cosmetics among Indonesian Generation Z using the Theory of Consumption Values. An exploratory qualitative approach was employed through purposive and snowball sampling. In-depth interviews with eleven participants investigated their perceptions of cruelty-free cosmetics and related brands. The findings reveal ethical value as an important context-specific consideration extending beyond the original dimensions of the theory, particularly regarding animal welfare and responsible consumption. Emotional value reflects personal feelings and alignment with ethical beliefs, while functional value emphasizes product quality, suitability, and price. Social media plays an important role in disseminating information and raising awareness, with influencers and government initiatives complementing consumer understanding. These findings offer practical insights for marketers and policymakers promoting cruelty-free cosmetics among younger consumers in emerging markets.]]>
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