For a plastic-free future
: understanding the influences on purchase intentions for solid skincare bars in Germany

  • Laura Alena Helberger (Student)

Student thesis: Master's Thesis

Abstract

Plastic pollution has become a significant global problem, especially in the cosmetics industry, which relies on plastic packaging. Solid skincare bars, an innovative and sustainable alternative to liquid skincare, offer a plastic-free solution. Applying the Theory of Planned Behaviour, this study examines the factors influencing customers' intentions to purchase solid skincare bars in Germany. To maximise the predictive power of the model, two additional predictors, were included alongside the original model. Quantitative data was collected from 159 respondents, supplemented by insights from consumer and expert interviews. The results indicate that attitudes towards solid skincare bars (strongest predictor), subjective norms and perceived behavioural control influence purchase intention. The extended model highlights the positive impact of Environmental Awareness and Eco-Labels on Purchase Intention. Surprisingly, sociodemographic variables and price had no influence on purchase intention. Consumers unwillingness to change familiar habits, limited product knowledge and limited in-store availability were identified as barriers. The study provides theoretical implications for expanding TPB in the context of green product consumption. For companies entering the market for solid skincare, the study offers practical insights and clear guidance on how to successfully position and market such products. It emphasises the need for clear communication on the environmental benefits and product performance of solid skincare bars as well as provides strategies to address gaps in knowledge and in-store availability.
Date of Award15 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMiguel Rita (Supervisor)

Keywords

  • Cosmetic industry
  • Sustainability
  • Plastic-free packaging
  • Solid skincare bars
  • Green consumer behaviour
  • Theory of planned behaviour
  • Innovation
  • Germany

Designation

  • Mestrado em Gestão e Administração de Empresas

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