CONSUMERS’ PURCHASING INTENTIONS TOWARDS SUSTAINABLE

CONSUMPTION IN THE BEAUTY AND PERSONAL CARE INDUSTRY

AMONG MILLENNIALS

Rationale

In the recent century, cosmetics have evolved into daily personal necessity

(Sahota, 2014). Companies are starting to notice that consumers prefer organic

cosmetics to synthetic ones, which could damage their skin. In synthetic cosmetics,

substances such ethylene glycol, propylene, parabens, and bentonite may injure the

skin (Chermahini et al., 2011).

Sweden is among the countries that emphasize environmental protection: in

this regard, it is worth noting that Stockholm won the Green Capital Award for the

year 2010 (European Green Capital, 2010). The fact that Sweden ranks among the top

EU nations in terms of consuming organic food, producing electricity from renewable

sources, recycling waste, and developing green technologies could be one factor

contributing to the high demand for organic cosmetics among Swedish consumers

(Rooijen et al., 2019). People's environmental understanding has a crucial role in

influencing their purchasing decisions. Marketers may better understand how

consumers behave when it comes to green products, and businesses can then identify

the key variables influencing this behavior. Akter and Islam (2020) claim that

Swedish customers prefer eco-friendly products to standard ones.

On the other hand, in the Brazil, influencing fast-pacing consumer markets,

young adults from generation Z represent roughly the age racket of 18-25 years old

(ARNETT, 2007), a life phase of wide-open possibilities and experimentation in

which people are generally exploring possibilities before adopting more permanent

attitudes and settling into more enduring choices (ARNETT, 2014). Purchase
behavior and consumption have been proven in existing literature to vary not only

depending on consumer’s life phases, but also accordingly to different generation

characteristics, pointing out to benefits in considering both when studying consumers

(PARMENT, 2013)

Businesses are attempting to find creative ways to get clients to buy their

products as the market becomes saturated. And what better way to do so than by using

eye-catching packaging design to attract clients. According to Gunaratne et al. (2019),

consumers rely their purchasing decisions on external product characteristics and

appearance. Product packaging is another important means of marketing

communication. The packaging of a product directly impacts how well-liked it is and

whether or not it is readily noticed on the shelf (Bara et al., 2021). In Metro Manila,

millennials make up the majority of skincare product consumers, and they are very

picky about the way items are packaged.

Additionally, Bara et al. However, 2021 discovered that many millennials

living in Metro Manila buy skincare products and consider the product packaging,

which helps consumers decide which product to buy. They come to the conclusion

that a millennial's journey toward buying a particular skincare product begins with an

examination of the product's packaging, including whether it stimulates their want to

buy and improves the product's brand image. In the end, the consumer is persuaded to

purchase the product.

In this study, its purpose is to determine the consumer’s purchasing intentions

towards sustainable consumption in the beauty and personal care industry among

millennials. It is also to understand the effects of this behavior in purchasing

sustainable consumption in the beauty and personal care industry among millennial.

Objectives
 This study intends to discover the consumer’s purchasing intentions towards

sustainable consumption in the beauty and personal care industry among millennials.

Particularly, it pursued to answer the following questions:

1. To determine the demographic profile of the respondents, such as the age,

gender, year level, and school.

2. To determine the behavior of the consumers’ towards purchasing a

sustainable consumption in the beauty and personal care industry among millennials;

3. To identify the factors influencing consumer in purchasing choices when

choosing sustainable consumption in the beauty and personal care industry among

millennials;

4. To analyze the effects of consumers’ behavior in purchasing sustainable

consumption in the beauty and personal care industry among millennial:

Statement of Problem

The purpose of this study was to explore the consumer’s purchasing intentions

towards sustainable consumption in the beauty and personal care industry among

millennials. The study addressed the following research questions:

1. What is the demographic profile of the respondents, such as the age, gender,

year level, and school.

2. What is behavior of the consumers’ towards purchasing a sustainable

consumption in the beauty and personal care industry among millennials?

3. What is the factors influencing consumer in purchasing choices when

choosing sustainable consumption in the beauty and personal care industry among

millennials?

4. What are the effects of consumers’ behavior in purchasing sustainable

consumption in the beauty and personal care industry among millennial?

 References

Akter, S., & Islam, M. (2020), (48). Retrieved from

https://www.ajol.info/index.php/jfecs/article/view/201679

Arnett, J. (2007). Emerging adulthood: What is it, and what is it good for? Child

Development Perspectives, v. 1, n. 2, p. 68–73, 2007. Retrieved from

http://jeffreyarnett.com/articles/ARNETT_2007_Emerging_Adulthood_What

_is_it_and_What.pdf

Arnett, J. (2014). Emerging adulthood: The winding road from the late teens through

the twenties. Oxford: Oxford University Press, 2014. Retrieved from

https://psycnet.apa.org/record/2014-41921-000

Bara, AK., Dela Cruz, NS., & Mendoza, C. (2021). Sustainable Packaging Design

Elements: The Analysis of Skincare Packaging on Consumer Purchase

Decisions of Millennials. Retrieved from

file:///C:/Users/USER/Downloads/Paper+26+(2021.3.2)+Sustainable+Packag

ing+Design+Elements+The+Analysis+of+Skincare+Packaging+on+Consume

r+Purchase+Decisions+of+Millennials.pdf

Chermahini, S., Abdul Majid, F., & Sarmidi, M. (2011). Cosmeceutical value of

herbal extracts as natural ingredients and novel technologies in anti-aging,

5(14), 3074-3077. Retrieved from http://centrespringmd.com/wp-

content/uploads/2013/06/Cosmeceutical-Value-of-HerbalExtracts-as-Natural-

ingredients-in-Anti-Aging-.pdf.

European Green Capital (2010). Environment European Green Capital 2010.

Retrieved from https://international.stockholm.se/city-development/european-

green-capital-2010/
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer

involvement and implications for retailing. Journal of Retailing and

Consumer Services, v. 20, n. 2, p. 189-199, 2013. Retrieved from

https://www.sciencedirect.com/science/article/abs/pii/S096969891200149X

Rooijen, J., Petersson, O., Ricksten, M., & Ryd, J. (2019). Eco-innovation in Sweden.

Retrieved from

https://ec.europa.eu/environment/ecoap/sites/default/files/field/field-

countryfiles/eio_country_profile_2018-2019_sweden.pdf.

Sahota, A. ed., 2014. Sustainability: how the cosmetics industry is greening up. John

Wiley & Sons. Retrieved from https://www.wiley.com/en-au/Sustainability:

+How+the+Cosmetics+Industry+is+Greening+Up-p-9781119945543