Determinantes de sustentabilidade do consumo de cosmético verde no Brasil

Abstract

The cosmetics industry is a sector on the rise in Brazil and in the world, along with the green consumption, a subject that is increasingly present and discussed on a daily basis. Given due weight to the topic the general objective of this monograph is to analyze the sustainability factors and not sustentabil old influencing the consumption of green cosmetics in Brazil. A qualitative, descriptive research that used as the bibliographical research and a case study with data collection by means of desk research and in-depth interview, later proceeded to the content analysis in company Alva Brazil. The study points out the factors of consumption cosmetic sustainability green in Brazil. It is concluded that the research has achieved the expected results since it was possible to identify the determinants of green cosmetic consumption, especially for the price, concern for the environment, health care, welfare and consumer knowledge. Was analyzed the cosmetic sector green segmentation and the constant challenge of new consumer awareness about the benefits of cosmetic green, beyond concern for the environment.