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Publicação
Thoughtful Packaging: How Inner Motivations Can Influence the Purchase Intention for Green Packaged Cosmetics
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Autores
Orientador(es)
Resumo(s)
The cosmetics market is developing at a rapid pace, increasing consumers' concerns for sustainability. This sustainability trend raises firms' awareness to refresh their product range with new eco-friendly product lines and invest in sustainable packaging. To this end, this research conducted with 253 cosmetics consumers aims to investigate how the intrinsic behavioral motivators impact customers' buying intentions regarding green packaging. The current study extends the existing literature of social theories already developed and thoroughly examined by paving the way in investigating the association between an individual's characteristics (e.g., self-esteem, self-identity, moral satisfaction, planet ownership, product ownership, purchase intention for eco-packaged cosmetics, and their willingness to pay. In other words, the current study seeks to understand the internal factors of the customer that encourage the purchase of green cosmetics by providing a first conceptual framework that combines these factors. The findings can aid in maximizing the efficacy of packaging in green cosmetics to fulfill customer practical and emotional expectations and encourage environmentally-friendly consumer choices.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Eco-Friendly Eco-Packaging Sustainable Packaging Sustainable Consumption Inner Motivations Self-Esteem Self-Identity Moral Satisfaction Personal Norms Environmental Concern Planet Ownership SDG 12 - Responsible production and consumption