| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 937.31 KB | Adobe PDF |
Authors
Abstract(s)
Estamos perante uma crise ambiental sentida a nível mundial, o desperdício de recursos
e produtos é cada vez maior e mais evidente. Perante esta situação surge, cada vez mais
com maior relevância, um interesse por parte dos consumidores em adotarem um estilo
de vida mais saudável, a serem ambientalmente conscientes e adotarem um consumo mais
sustentável em diversas áreas, uma delas no mercado de produtos de beleza e cuidados
pessoais. No entanto, existe um conhecimento limitado acerca deste tipo de produtos e
uma reticencia em começar a comprá-los devido à evidente diferença de preços e
desinformação dada pelas marcas através do greenwashing. Desta forma é realçada a
importância da informação para os benefícios deste tipo de produtos, redução do risco
percebido, aumento da confiança na marca e o reconhecimento do produto sustentável
num mercado altamente competitivo.
Com este estudo pretende-se compreender se a emergente crise ambiental e surgimento
de uma maior preocupação com a mesma se reflete nos atos de consumo no mercado de
produtos de cosmética e cuidados pessoais. Assim, esta investigação tem como principal
objetivo explorar o comportamento do consumidor perante a crescente preocupação com
a sustentabilidade, com foco no mercado da beleza e cuidados pessoais, sendo o objeto
de investigação esse mesmo consumidor de beleza e cuidados pessoais.
Atendendo aos resultados do estudo, pode verificar-se que os consumidores inquiridos se
encontram familiarizados com estes produtos, sendo que as características mais
importantes na sua escolha são as questões de saúde e a qualidade dos mesmos, sendo o
preço e a dificuldade de acesso a estes produtos, nos locais em que habitualmente
realizam as suas compras, os maiores entraves ao seu consumo.
We are facing an environmental crisis felt worldwide, the waste of resources and product is increasing and is becoming more evident. Faced with this situation, consumers are increasingly interested in adopting a healthier lifestyle, being more environmentally conscious and adopting a more sustainable consumption in several areas, one of them in the beauty and personal care industry. However, there is limited knowledge about this type of products and a reluctance to start buying them due to the evident price difference and misinformation given by brands through greenwashing. In this way, the importance of information for the benefits of this type of products is highlighted, reducing the perceived risk, increasing trust in the brand and recognition of the sustainable product in a highly competitive market. With this study I intend to understand if the emerging environmental crisis and the emergence of a greater concern about it is reflected in the acts of consumption in the beauty and personal care industry. Thus, this investigation has as main goal to explore consumer behavior in the face of the growing concern with sustainability, focusing on the beauty and personal care industry, with the object of investigation being that same consumer of beauty and personal care products. Considering the results of the study, it can be seen that the surveyed consumers are familiar with these types of products, and the most important characteristics while making their purchase choices are health issues and product quality. The biggest obstacles are the price and the difficulty of accessing these products, in the places where they usually make their purchases.
We are facing an environmental crisis felt worldwide, the waste of resources and product is increasing and is becoming more evident. Faced with this situation, consumers are increasingly interested in adopting a healthier lifestyle, being more environmentally conscious and adopting a more sustainable consumption in several areas, one of them in the beauty and personal care industry. However, there is limited knowledge about this type of products and a reluctance to start buying them due to the evident price difference and misinformation given by brands through greenwashing. In this way, the importance of information for the benefits of this type of products is highlighted, reducing the perceived risk, increasing trust in the brand and recognition of the sustainable product in a highly competitive market. With this study I intend to understand if the emerging environmental crisis and the emergence of a greater concern about it is reflected in the acts of consumption in the beauty and personal care industry. Thus, this investigation has as main goal to explore consumer behavior in the face of the growing concern with sustainability, focusing on the beauty and personal care industry, with the object of investigation being that same consumer of beauty and personal care products. Considering the results of the study, it can be seen that the surveyed consumers are familiar with these types of products, and the most important characteristics while making their purchase choices are health issues and product quality. The biggest obstacles are the price and the difficulty of accessing these products, in the places where they usually make their purchases.
Description
Keywords
Sustentabilidade Produtos de beleza e cuidados pessoais Comportamento do consumidor Greenwashing Consumo verde Sustainability Beauty and personal care products Consumer behavior Green consumption