NAVIGATING THE PATH FROM ECO-FRIENDLY PRODUCTION TO CONSUMER CHOICES IN COSMETICS

Abstract

The cosmetics industry faces significant challenges, particularly in meeting consumer demands for sustainable and eco-friendly products. This article examines how the industry adapts to these demands by focusing on sustainability throughout the product lifecycle, including selecting raw materials, packaging, and marketing strategies. The shift towards sustainability in the cosmetics industry is not merely a response to regulatory pressures but also a strategic move to align with a consumer market that increasingly values authenticity and environmental responsibility. For this purpose, semi-structured in-depth interviews were conducted. The research aimed to identify consumer knowledge regarding sustainability, influence on buying behavior, preference for sustainable packaging, and reaction to marketing efforts, thereby providing insights into consumer engagement with sustainability in the cosmetics industry. This paper provides a detailed analysis of sustainability dynamics in the cosmetics industry, offering valuable insights for individuals and organizations seeking to understand and engage with this evolving domain.

Keywords

• sustainability
• cosmetic
• eco-friendly
• sustainable packing
• sustainable cosmetic