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The influence of sociodemographic factors on attitudes and purchase intention of sustainable cosmetics packaging
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Resumo(s)
This study investigates the influence of consumers’ sociodemographic profiles on their
perceptions, attitudes and behaviors in purchase decisions of refillable cosmetics packaging as
a sustainable alternative. A survey with respondents across the Gen Z, Millennial and Gen X
generations based in Germany, Brazil and South Africa reveals that there is a significant
influence of age on the perception of sustainability and location on the likelihood of purchase
of refillable packaging. Based on these results, three consumer personas are created as the
foundation for actionable recommendations for businesses how to successfully implement
sustainable solutions such as refillable packaging in the market.
Descrição
Palavras-chave
Refillable packaging Sustainable cosmetics Consumer perception Sociodemographic influence CEMS MIM