Eco-conscious beauty

: sustainable packaging and shampoo refill systems

Abstract

This dissertation investigates the impact of sustainable packaging on the hair sector in Portugal, specifically focusing on the adoption of shampoo refill systems among Portuguese female consumers. Stimulated by growing environmental concerns and the rise of e-commerce, the study explores the factors that influence purchasing decisions related to refill systems. Using qualitative and quantitative methodologies, the research analyses consumers' perceptions of sustainability and ease of use. The results reveal that although consumer awareness of environmental issues is high, price, promotional discounts and packaging capacity are more decisive factors influencing purchasing decisions. The study also highlights the significant influence of social norms and communication strategies on consumer choices. The results provide valuable information for cosmetics companies wishing to develop effective strategies to promote sustainable packaging and increase market share in the competitive Portuguese market.

Date of Award	7 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)