Examinando por Materia "Sustainable cosmetics"

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    Motivaciones de las mujeres de Medellín acerca del consumo de marcas cosméticas en la categoría green beauty
    (Universidad EAFIT, 2022) Zapata Vélez, Esteban; Mejía Gil, María Claudia; Ceballos Ochoa, Lina María
    The cosmetic industry is highly polluting for the environment, including problems of packaging, toxic waste, animal testing, aerosols and water waste in production; contributing to ocean pollution, damage to ecosystems and the destruction of the ozone layer, resulting in the increase of temperature worldwide. In the last 30 years, proposals and offers of Green Beauty products have been developed to help or prevent these effects, being one of the fastest growing industries in the leading countries in the world. However, the availability of these products in Colombia is limited and the motivations and perceptions of women regarding this issue are not known. The objective of this research is to inquire about the motivations of women in Medellin regarding the purchase and consumption of Green Beauty brands, with people between 20-34 years of age, through quantitative data collection and analysis techniques. The information seeks to contribute to the cosmetic industry in the city and the country, through the clarification of the motivations of these consumers, their needs in the purchase of these products, involvement in the category and possible strategies and ways to address the issue of sustainability in the country's cosmetic industry. It is found in the study that the population with knowledge of sustainability is low and this can be related to lack of interest in the category. Purchasing motivations prevail in order of price, this being the most relevant purchase factor, and the Green Beauty category is perceived as more expensive than normal, affecting the engagement and the purchase intent of these products. In the average age of the investigation, there is evidence of a low involvement with the category and the relevance of the use of the products for the consumer is not significant.