Sustainability In The Beauty Industry: Perceptions and Consumer Behavior by Generation Z

Abstract

The world of cosmetics has been marked by various trends and also by the preferences of the end consumer. This exploratory study analyses the impact of sustainability on the beauty industry, focusing on the perceptions and consumer behaviour of Generation Z. Based on a quantitative approach, data was collected through structured questionnaires applied to Generation Z individuals living in Portugal. The questionnaire was administered online and the data collected was statistically analysed using the SPSS platform. The study reveals that the consumption of beauty products has a significant influence on Generation Z and their purchasing decisions. However, there are concerns about the negative impacts of this market on the environment. There is therefore a growing demand for sustainable products, revealing more conscious and informed choices.