mitted to some extent to both environmental production and animal rights, although not all Body Shop customers may be described as either individualistic or issue sensitive.
The buyer behavior of Body Shop customers is described within the contexts of cognition, perception, learning, and attitudes. Cognitive learning theory posits that individual insight plays a key role in learning. Cognition plays an important role with the typical Body Shop customer in that these individuals take the time and make the effort to both identify companies that are sensitive to the issue important to these individuals, and to become aware of products that will fulfill their own individual needs. Some Body Shop customers employ cognition in both of these quests, while others focus on one or th
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