Sustainable cosmetics: the impact of packaging materials, environmental concern and subjective norm on green consumer behaviour.

Details

Supervisors

Gordy Pleyers

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This Master’s thesis concentrates on building a better understanding of the factors affecting customer attitude and behaviour when purchasing sustainable cosmetic products with an eco-friendly packaging. In particular, a focus in given on the impact of environmental concern, subjective norm and perceived consumer effectiveness (PCE) on green consumer behaviour through pro-environmental behavioural intention. This research has been conducted thanks to a quantitative approach by conducting an online survey distributed to Italian consumers mainly located in the Puglia region. Two hundred twenty-three questionnaires were collected and analysed. The results of the study demonstrate a significant influence of attitude towards behaviour and perceived consumer effectiveness (PCE) on ECCB in a TPB model framework. This Master’s thesis has also revealed some interesting findings such as the insignificant influence of subjective norms in the referring Italian context related to pro-environmental behavioural intention and ECCB. The study recommends to companies in the cosmetic industry with the aim to communicate sustainability through their products to enhance customers' awareness about sustainability applied to cosmetics and to increase a strong perception of products’ effectiveness by using eco-friendly packaging materials. This strategy has proven to have positive effects on implementing a positive behavioural attitude in green purchases, leading to customer satisfaction and consumers’ trust towards brands fighting for environmental protection.