Beauty in balance: Assessing the importance of sustainability in cosmetic purchasing decisions among Portuguese consumers
Year: 2025
Type: dissertation
Abstract: Earth is reaching its breaking point. Human actions are having, substantial, detrimental effects on the planet, and it is necessary to remedy these issues before it is too late. To prevent more environmental hazards, companies are creating new policies to mitigate the negative impacts of unsustainable consumption. This awareness was also expanded to society, and consequently, there is a higher demand towards green products, contributing to sustainability, and the cosmetics market is no exception. Still, other factors (costs, demographic variables, etc.) need to be considered at the moment of purchase. Thus, the main scope of this dissertation is to investigate how sustainability influences the consumer behaviour of Portuguese consumers in the cosmetics industry emerging the central question of this research – "To what extent do perceived benefits such as health and environmental impact influence consumers’ willingness to pay for green "cosmetics?”. Despite increasing environmental awareness and a growing preference for sustainable products, a notable discrepancy exists between their intentions and their behaviour regarding green cosmetics. While many consumers vocally advocate buying eco-friendly cosmetics, their actual purchasing behaviour often diverges from these stated beliefs. This discrepancy highlights a critical gap in understanding the underlying motivations and barriers influencing consumer decision-making in the cosmetics industry. To understand this attitude-behaviour gap, the aim is to analyse and study the consumers' purchase intentions and what variables are underlined in Portuguese consumers patterns that influence the consumers' decisions in the decision-making process. It is imperative to close this gap to (i) uncover the valid drivers of sustainable cosmetics consumption and (ii) develop strategies that bridge the gap between consumer intentions and actions, thereby fostering more meaningful contributions to environmental protection. Furthermore, from a management perspective, it is essential to explore how cosmetics companies can effectively communicate their sustainability initiatives and product attributes to consumers. Therefore, (iii) effective communication and marketing strategies regarding the environmental benefits of green cosmetic products could positively influence consumers' perceptions and purchasing behaviour, thus reducing the gap between consumers' attitudes and purchasing decisions.
Source: Repositório do ISCTE-IUL
Author: Pinho, Beatriz Torrão
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7162613465