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Publication
Skincare sustentável: análise do comportamento de compra na geração Z
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.7 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação explora o comportamento de compra da
Geração Z em relação a produtos de skincare sustentáveis,
com o objetivo de identificar os fatores que influenciam as
suas escolhas. Considerando uma amostra de 78 indivíduos,
a investigação foi baseada em cinco hipóteses, das quais
apenas uma foi confirmada: os consumidores que percebem
o investimento das marcas em sustentabilidade são mais
propensos a recomendar produtos de skincare sustentáveis.
Os resultados mostram que não há evidências significativas
de que a importância atribuída à sustentabilidade ou o
aumento do orçamento influenciem a escolha por produtos
de skincare sustentáveis. Também não se verificou uma
relação significativa entre a eficácia percebida dos produtos
e a escolha sustentável, nem a influência das faixas etárias
na frequência de compra. A análise sugere que, embora a
Geração Z valorize a sustentabilidade, outros fatores, como
a eficácia dos produtos e o seu custo, prevalecem nas
decisões de compra. A perceção de que os produtos de que
os produtos sustentáveis são mais caros e menos acessíveis
limita a sua adoção, apesar da crescente consciencialização
sobre os seus benefícios ambientais e de saúde. O estudo
conclui que, para as marcas capturarem o interesse deste
grupo, é fundamental focarem-se na acessibilidade, eficácia
e comunicação das práticas sustentáveis. As recomendações
de outros consumidores e a visibilidade das ações
ambientais das marcas também são essenciais para
aumentar a adoção de produtos de skincare sustentáveis.
This dissertation explores the purchasing behavior of Generation Z in relation to sustainable skincare products, with the aim of identifying the factors that influence their choices. Considering a sample of 78 individuals, the research was based on five hypotheses, of which only one was confirmed: consumers who perceive brands' investment in sustainability are more likely to recommend sustainable skincare products. The results show that there is no significant evidence that the importance attributed to sustainability or the increase in budget influences the choice of sustainable skincare products. There was also no significant relationship between the perceived effectiveness of the products and sustainable choice, nor was there an influence of age groups on the frequency of purchase. The analysis suggests that although Generation Z values sustainability, other factors, such as product efficacy and cost, prevail in purchasing decisions. The perception that sustainable products are more expensive and less accessible limits their adoption, despite growing awareness of their environmental and health benefits. The study concludes that for brands to capture the interest of this group, it is essential to focus on the accessibility, effectiveness and communication of sustainable practices. Recommendations from other consumers and the visibility of brands' environmental actions are also essential to increase the adoption of sustainable skincare products.
This dissertation explores the purchasing behavior of Generation Z in relation to sustainable skincare products, with the aim of identifying the factors that influence their choices. Considering a sample of 78 individuals, the research was based on five hypotheses, of which only one was confirmed: consumers who perceive brands' investment in sustainability are more likely to recommend sustainable skincare products. The results show that there is no significant evidence that the importance attributed to sustainability or the increase in budget influences the choice of sustainable skincare products. There was also no significant relationship between the perceived effectiveness of the products and sustainable choice, nor was there an influence of age groups on the frequency of purchase. The analysis suggests that although Generation Z values sustainability, other factors, such as product efficacy and cost, prevail in purchasing decisions. The perception that sustainable products are more expensive and less accessible limits their adoption, despite growing awareness of their environmental and health benefits. The study concludes that for brands to capture the interest of this group, it is essential to focus on the accessibility, effectiveness and communication of sustainable practices. Recommendations from other consumers and the visibility of brands' environmental actions are also essential to increase the adoption of sustainable skincare products.
Description
Keywords
Skincare sustentáveis Geração Z Comportamento de compra Sustentabilidade Consumo consciente