Consumo sustentável: o comportamento do consumidor em relação à sustentabilidade na indústria da beleza

Abstract

Since environmental issues are increasingly relevant, consumers are becoming increasingly aware of the planet's imminent environmental emergency; and in view of the immense market, the growing performance and the action on several sustainable fronts, the beauty industry proved to be a sector with excellent possibilities in relation to the proposed theme. Therefore, the understanding of consumer behavior in the beauty industry and the impact of sustainability on their purchasing decision become not only academic interests, but also of the population as a whole. In order to understand this current scenario and the factors that impact the behavior of this consumer when choosing what to buy, a theoretical-empirical research was carried out with a review of contemporary content about sustainability, concepts and behaviors of sustainable consumption; and performance of the beauty industry in relation to the subject, in addition to exploring the subject through 92 questionnaires collected and analyzed applied to a population that works directly or indirectly in the beauty industry, aiming to understand their thoughts, behaviors and practices, as consumers. It was noticed that the concept of sustainable consumption is still closely linked to the idea of financial savings, even though there is a certain awareness of ecological concern. Consumers would like, and even seek, a more sustainable behavior, however, given the habits already rooted in a consumerist culture and the difficulty in giving up certain comforts, in addition to the lack of information on the subject, make progress towards sustainable consumption difficult.