How is affect towards organic or natural cosmetics build?

: the relevance of packaging design and environmental and health concerns

Abstract

In recent years there has been an increase in the number of organic/natural cosmetic brands in Portugal. Being a relatively new and expanding market in Portugal, it is very relevant for brands to understand the behaviour of their potential consumers. This study aims to understand the relationship between consumers' environmental or health concerns and their affect for this category of organic products. Taking that into consideration, we also analysed to what extent can packaging influence perceptions about the healthiness and environmental friendliness of cosmetics. The study was carried out through an online survey, with 192 valid responses. The results of this analysis led to the conclusion that consumers consider glass packaging to be healthier and more environmentally friendly than plastic packaging. On the other hand, colour (red vs. green) had no influence on consumers' perceptions. Additionally, consumers showed more affect for organic cosmetics which are perceived as healthier and more environmentally friendly. However, while health concerns proved to be a moderating variable in this relationship, environmental concerns had no influence. Finally, both concerns (environmental and health) influence the level of affect a Portuguese consumer has for an organic or natural cosmetic, with health concerns being more influential. These findings provide organic cosmetic brands relevant insights on how to adapt their strategy to serve their target audience and be more competitive more effectively.

Date of Award	13 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)