Baptista, Gonçalo da Costa Aleixo Monteiro MelhoradoSantos, André Armando de Oliveira Mata dos2024-04-162024-04-162024-04-15http://hdl.handle.net/10362/166278Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceIn recent years, the awareness of environmental issues and the pursuit of sustainable practices have significantly shaped consumer behaviours and preferences across various industries. Study the cosmetics’ industry is highly relevant today due to evolving consumer preferences, increased emphasis on personal care and appearance, technological advancements, growing awareness of sustainability and ethical practices, and its’ significant global economic and ecologic impact. Our study identified which and how sustainability initiatives in this industry influence consumers ‘purchasing intentions of sustainable haircare products in the business-to-consumer channel. The methodology developed is applied to a specific subsector operating in the cosmetic industry: the Haircare sector. For this purpose, we designed an innovative theoretical model that combines the Howard & Seth traditional model for consumer behaviour (1969) and Allen’s Two Wheels Model (1997-2000). The model was tested using structural equation modelling (SEM), in a quantitative study conducted in a European country. Brand Reputation, Social & Governmental aspects and Symbolic Value were found to influence the purchasing intention of sustainable haircare products. On the contrary, Environmental factors, External factors and Utilitarian Value were not significant in explaining purchasing intention of sustainable haircare products. Most of the respondents prioritizes the brand’s quality and value brands which address sustainability concerns and eco-friendly products. The most important symbolic indicators are feeling well after using a haircare sustainable product, easy to use, and the pleasure associated. On Social & Governmental, respondents prioritize organic ingredients, fair pay for employees. Based on this evidence, this study suggests several sustainable initiatives that companies can incorporate into their business strategies in this sector.engSustainable haircare productsESG factorsSymbolic valueEmotional valueBrand reputationPurchasing intentionsSDG 3 - Good health and well-beingSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionmaster thesis203577116