Estudo de caso: uma investigação da atitude e do comportamento ambientais dos consumidores de cosméticos orgânicos e naturais

Abstract

In recent times, the cosmetic and beauty industry has adopted new forms of production and marketing, fostering sustainable processes, the use of recyclable material and the association of the natural and green concept with the cosmetic product. At the same time, more individuals are seeking to adopt consumption habits with less impact on nature and society. Given this scenario, this research aims to investigate the attitude and behavior of consumers who choose natural and organic cosmetics, aiming to analyze the knowledge they have about the sustainability actions of the chosen brand, the existence of positive attitudes towards environmental issues and the sustainable behaviors adopted in their daily lives. This research is classified as quantitative and also a case study, it is configured as exploratorydescriptive. To this end, a structured questionnaire was applied to consumers of a brand of organic and natural cosmetics. As a result, it was noticed that consumers who choose organic and natural cosmetics have knowledge about sustainable practices of the company, being reinforced by the presence of positive attitude towards general environmental issues and also reflected in pro-environmental behavior. However, there are still specific attitudes that deserve attention when related to the distrust on the environmental responsibility of the cosmetic industry as to the low legal and social pressures that encourage environmentally correct behavior.