A importância de uma atividade empresarial socialmente responsável e sustentável

: estudo de caso Freshly Cosmetics

Abstract

The environment has been undergoing blatant changes that demonstrate the negative impacts that human consumption has on the planet. With the consequences increasingly visible in the eyes of consumers, awareness, and concern about their role in the ecological movement has increased. This growing environmental awareness has a significant impact on consumer behavior, especially on the intention to buy green. In this way, we have seen an increase in the purchase of sustainable products and the adoption of more responsible lifestyles that have contributed to reducing the environmental impact caused by consumption. A new type of consumer has emerged, responding to environmental needs and adapting their purchasing behavior, prioritizing more sustainable and responsible alternatives. This research analyzed how the sustainability and social responsibility practices of the Freshly Cosmetics brand are communicated and perceived by consumers, as well as their impact on their purchasing decisions. Using the conceptual model of Freshly's own making, the Sustainability Equity Model, structured into three main dimensions - Product, Production and Marketing Processes, and Communication - it was possible to explore how these dimensions influence consumers' purchasing decisions and how important each one is in their purchasing decision. Through a questionnaire and focus groups, the research concluded that although Freshly Cosmetics' ethical and sustainable practices, particularly the absence of animal testing, the use of natural ingredients and sustainable packaging, are strongly valued by consumers, there are opportunities for improvement, specifically with regard to the accessibility of products and the high perception of prices.

Date of Award	13 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)