Sustentabilidade como fator decisório no processo de compra de cosméticos sustentáveis: uma análise com consumidores da natura

Abstract

Sustainable marketing reflects positively on the environment, creating less aggressive and ecologically correct products and services, implementing cleaner production throughout the production chain and encouraging sustainable consumption and environmental awareness, but it also presents itself as a marketing differential for companies. organizations that tend to adapt to new consumer demands. The present study had as general objective to analyze the influence of sustainable marketing on the purchasing decision of consumers of sustainable cosmetics in Fortaleza/CE. It was a descriptive and exploratory research with a quantitative approach, carried out from the application of a structured questionnaire that had as objectives to know the socioeconomic profile of the respondents, to know the characteristics of behavior of sustainable purchase of the Natura consumers and to identify the opinion and satisfaction of these consumers in relation to the company and its products. The questionnaire was made available through an access link to the Google Forms platform. The study included 138 (one hundred and thirty-eight) people aged between 18 and 65 years old, who had purchased a cosmetic product from the company Natura in the last six months and who were ready to respond by accessing the link to answer the questionnaire. The results showed that the consumer's purchase decision for sustainable cosmetics is strongly influenced by a set of cultural, social, personal and psychological characteristics, among which stand out their age, educational level and economic class; preoccupation with their own image; their level of access to information and environmental awareness; your consumption habits; their emotions and their level of trust in organizations and in the products they sell. The product promise and previous knowledge about the brand are other factors that influence the consumer in purchasing or choosing a sustainable cosmetic product. In fact, the sustainability of the brand and products ends up influencing consumers, however, the study also showed that this is not the only factor in the purchase decision. The consumption behavior of individuals and the purchase decision are still greatly influenced by the quality of the products and, mainly, by the price. A good part of the participants was willing to pay more for cosmetics manufactured in a sustainable way, but the high price can be a barrier, taking into account that conventional cosmetics, from other brands, can be found at lower prices.