O comportamento do consumidor no sector de beleza e a sustentabilidade

: o panorama português

Abstract

We are facing an environmental crisis felt worldwide, the waste of resources and product is increasing and is becoming more evident. Faced with this situation, consumers are increasingly interested in adopting a healthier lifestyle, being more environmentally conscious and adopting a more sustainable consumption in several areas, one of them in the beauty and personal care industry. However, there is limited knowledge about this type of products and a reluctance to start buying them due to the evident price difference and misinformation given by brands through greenwashing. In this way, the importance of information for the benefits of this type of products is highlighted, reducing the perceived risk, increasing trust in the brand and recognition of the sustainable product in a highly competitive market. With this study I intend to understand if the emerging environmental crisis and the emergence of a greater concern about it is reflected in the acts of consumption in the beauty and personal care industry. Thus, this investigation has as main goal to explore consumer behavior in the face of the growing concern with sustainability, focusing on the beauty and personal care industry, with the object of investigation being that same consumer of beauty and personal care products. Considering the results of the study, it can be seen that the surveyed consumers are familiar with these types of products, and the most important characteristics while making their purchase choices are health issues and product quality. The biggest obstacles are the price and the difficulty of accessing these products, in the places where they usually make their purchases.

Date of Award	7 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)