Os millennials e a indústria da beleza

: o impacto das marcas socialmente responsáveis na decisão de compra

Abstract

Millennials are, nowadays, perceived as the most conscious consumers on several levels,bringing with them a great desire to save the world. It is a generation that has a high civic mindset with high expectations of social responsibility and ethical behavior, considering that it is not only their responsibility to make the world a better place, but also that of companies.The social and environmental awareness of Millennial consumers and their commitment to social responsibility go far beyond words, influencing their behavior and consumption criteria. As Millennials grow, enter the job market and form families, their consumption patterns are increasingly impacting multinational companies; making them adapt to these consumption habits, which include a great tendency for sustainable and ecologically responsible products,called green products. In this sense, the main objective of this investigation is to study the impact of the social responsibility of a brand of beauty products, in the purchase decision of the Millennial generation. First, trying to perceive if certain individual characteristics, such as altruism, economic prudence, future orientation, and risk aversion, affect pro-environmental behaviours. To then study whether brands' social responsibility truly impacts proenvironmental behavior, namely the purchase of beauty products. A mixed methodology was used, which included the quantitative method – application of as urvey to consumers of the Millennial generation; and the qualitative method – conducting six complementary interviews. The main results show that, effectively, the social responsibility of a beauty products brand is something that impacts consumers of this generation, who demonstrate their willingness to pay more for this type of products. However, this may not be the main concern of these consumers when making a decision. Furthermore, it was revealed that the personal characteristics described above are present in Millennials and influence the strength with which they engage in pro-environmental behavior.

Date of Award	2 Mar 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Oliveira (Supervisor)