Fatores considerados no processo de decisão de compra: um estudo junto a geração z na aquisição de cosméticos sustentáveis

Abstract

In the context of the 21st century, sustainability has become one of the primary concerns of contemporary society, driven by the environmental impacts observed in recent decades. The increasing transformations in the environment have prompted reflections on the necessity of preserving natural resources, highlighting how everyday choices influence the well-being of both present and future generations. Against this backdrop, the present study aimed to analyze the factors considered by Generation Z consumers in their decision-making process when purchasing sustainable cosmetics. To this end, a descriptive and quantitative study was conducted, based on a convenience and judgment sampling method, comprising 138 valid respondents residing in the state of Ceará, with an emphasis on the cities of Fortaleza, its metropolitan area, and Mombaça. The results revealed that accessibility factors such as price, quality, and brand familiarity have a greater influence on purchasing decisions. The immediate availability of products also proved to be relevant for this group. Furthermore, the study found that these consumers face certain difficulties in identifying sustainable cosmetics at the time of purchase. The choice of such products is associated with the perception that they are healthier and less harmful to the environment. Finally, it was observed that although Generation Z consumers believe their choices can influence organizational behavior and generate positive impacts for future generations, in practice, variables such as price and quality still take precedence over sustainable criteria in the purchasing decision.