APAKAH MENGGUNAKAN PRODUK YANG TIDAK “CRUELTY-FREE” DIANGGAP “CRUEL”?

Abstract

Products such as food, medicines and supplements, as well as cosmetics have many labels written on their packaging. One of the labels that is increasing being included by companies is the label cruelty-free or against animal testing. The goal of the label is to attract the attention of consumers who are aware of the sustainability of animal life by not testing any kind of products on animals. Protecting animals and not torturing fellow living creatures are also values taught in Islam religion. The purpose of this study was to explore the attitudes of Muslim women, particularly in Aceh, Indonesia, toward products with the cruelty-free label. This study uses a qualitative approach with primary data obtained from in-depth interviews with Muslim women in Aceh. The results of this study indicate that there are still Muslim women in Aceh who do not understand the meaning of the cruelty free label. They also stated that in the future it is necessary to increase awareness of the meaning of each label on the product as a manifestation of being a wise consumer and having concern for the business processes of the products consumed. Today's business owners are expected to continue in developing alternative solutions for testing their products other than on animals, being more concerned with social responsibility and complying with the principles of sustainable business ethics as part of their branding strategy.