O green gap nos consumidores portugueses de cosmética

Abstract

The environment has been suffering with flagrant changes that show the negative impacts that human comsuption causes on the planet. With visible consequences, the consumers are now increasingly aware and concerned about their role in the ecological movement. But this role, which should translate into more sustainable consumption choices, is perhaps not so easy to assume.Despite the increasing consumer concerns about the environment, their decisions for ecobrands don’t match it with the same pace. There is a dissonance between values and purchase decisions called green gap. Understanding this phenomenon in application to the comsumption of beauty face products, as a market of big growth and environmental impact, is essencial, not only for academic reasons but also for practical applications to the companies.Following the question “what are the barriers for the Portuguese beauty consumers inachieving their intention to purchase ecological products?”, this work aims to identify which factors justify the green gap in this sector in Portugal. Also, to understand if there is some sort of applicability of the Cognitive Dissonance Theory to this phenomenon and to help ecological beauty brands to realize in which aspect they should be focused on to enhance purchase. Through a questionnaire carried out with a convenience sample of 161 Portuguese consumers, is posible to validate the existence of a green gap in Portuguese consumers of beauty products, and also to identify the performance of the product as the main barrier to the consumption of ecological beauty products by the consumers.

Date of Award	25 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)