Issue |
BIO Web Conf.
Volume 151, 2025
International Conference “Mountains: Biodiversity, Landscapes and Cultures” (MBLC-2024)
|
|
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Article Number | 04007 | |
Number of page(s) | 15 | |
Section | Health and Biochemistry | |
DOI | https://doi.org/10.1051/bioconf/202515104007 | |
Published online | 21 January 2025 |
GenZ prefers cosmetic brands that are focused on sustainability and environmental issues
1 Manager Godrej & Boyce Co Ltd Interio division Ranchi branch, India
2 Research Scholar VTU and Assistant Professor Ramaiah Institute of Management, Bangalore, India
3 Professor, Department of operations and Supply chain management Ramaiah Institute of Management, Bangalore, India
* Corresponding author: aman12sagar66@gmail.com
The study is conducted to understand the preferences of GenZ and how sustainability influences their purchasing decisions. The study uses primary research to identify the influence of environmental factors on purchasing decisions. The study finds that Generation Z (GenZ) prefers beauty brands that focus on sustainability and environmental issues for several key reasons based on the research: GenZ people are well aware of the environmental issues facing our planet and are committed to preserving and protecting the environment. They are aware of the consequences of their actions and know that the beauty sector has a large impact on the environment. They look for companies that truly care about sustainability and back up their claims with actionable insights. Community reviews and opinions have a great influence on Gen Z customers. They rely on influencers, social media, and online communities to gain knowledge and make wise decisions. Using these opinions and insights, the authors provided suggestions for both brands to attract customers and for consumers to choose brands in the future.
Key words: Environmental Sustainability / Behavioral Control / Sustainability / Eco labelling and natural certifications
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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