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Understanding consumer awareness and adoption of circular economy models in sustainably packaged beauty products among gen z and millennials
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Resumo(s)
This paper presents strategic recommendations to promote sustainable packaging and circular
economy practices in the beauty industry, based on insights from Gen Z and Millennials. The
findings indicate that consumers are moderately familiar with circular economy concepts, with
Millennials displaying higher familiarity than Gen Z. Sustainability is valued, but its
importance decreases in actual purchase behavior. The research identifies barriers to adopting
sustainably packaged products and emphasizes the need for consumer education, improved
availability, and transparent practices to build consumer trust. Five strategic recommendations
are proposed to promote sustainability and circularity in the industry.
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Palavras-chave
Sustainability Circular economy Sustainable packaging Gen z and millennials