Sustainable beauty: decoding motivational factors in green cosmetics consumption

Keloane Mendes da Silva; Luciana Florêncio de Almeida; Marcelo Luiz Dias da Silva Gabriel

doi:10.5585/2025.29924

Autores

Keloane Mendes da Silva Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil https://orcid.org/0009-0006-5886-5105
Luciana Florêncio de Almeida Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil https://orcid.org/0000-0003-2602-3844
Marcelo Luiz Dias da Silva Gabriel Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil https://orcid.org/0000-0001-8861-0783

DOI:

https://doi.org/10.5585/2025.29924

Palavras-chave:

consumer behavior, conscious consumption, consumption motivations, green cosmetics

Resumo

Objective: To investigate the effect of environmental trust and motivations on the conscious consumption of green cosmetics in both social and ecological dimensions.

Method: A survey was conducted with 386 green cosmetics consumers using the Structural Equation Modeling method for data analysis.

Originality/Relevance: This research sought to add new findings to the studies on green cosmetics consumption behavior from the perspective of Self-Determination Theory (SDT), still scarcely applied in this consumer segment.

Results: The findings reveal that environmental trust plays a salient role as an antecedent in shaping consumption motivations, particularly within the dimensions of external regulation and introjected regulation. Furthermore, the results highlight the significant impact of motivation on conscious consumption behavior, especially in the environmental context. Additionally, consumers’ environmental trust plays a prominent role in driving the preference for products with environmental attributes compared to social themes.

Theoretical/Methodological Contributions: The study’s results contribute to demonstrating the explanatory–empirical potential of SDT in consumer research, particularly in predicting the antecedents and outcomes of consumption motivations.

Managerial Contributions: It is recommended that marketing managers in the industry: (a) invest in business sustainability with transparent actions to increase environmental trust in the brand, and (b) adopt recognized certifications to positively influence the habits of cosmetics consumers.

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Tradução

Este artigo é uma tradução em English do artigo: Beleza sustentável: desvendando a motivação de consumo consciente de cosméticos verdes

Biografia do Autor

Keloane Mendes da Silva, Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil

Mestre em Comportamento do Consumidor na ESPM, Graduada em Comunicação Social com habilitação em Publicidade e Propaganda pela Universidade Federal de Goiás com a realização de mobilidade acadêmica internacional durante dois semestres no Instituto Politécnico de Bragança em Portugal. Pós-graduada em Gestão de Marketing e Análise do Consumo pela UFG e também em Gestão de Pessoas e Liderança pela FGV. Possui experiência em publicidade há mais de 10 anos na área de Planejamento, Mídia Digital e Marketing de Influência. Áreas de afinidade: Comportamento do consumidor, Marketing Digital, Consumo Consciente, Sustentabilidade e Estratégia.

Luciana Florêncio de Almeida, Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil

Líder do Grupo de Pesquisa Agrifood Franchising, sócia da Stracta Consultoria Estratégia e professora do Mestrado e Doutorado em Administração e Comportamento do Consumidor da ESPM. Membro do Conselho Consultivo da Associação Brasileira de Marketing Rural e Agronegócio (ABMRA). Tem atuado em projetos de pesquisa, consultoria e treinamento em marketing e estratégia nos agronegócios e alimentos. Ocupou a posição de diretora executiva do Conselho dos Exportadores de Café do Brasil (CECAFE). Doutora em Administração pela FEA USP e mestre em Administração pela UFLA. Foi researcher fellow durante pesquisa de Pos Doc na Technical University of Munich. Foi pesquisadora visitante no departamento de Economia Agrícola da Universidade de Missouri, EUA e da Universidade de Macerata, Itália. Seus estudos têm focalizado os temas de Consumo de Alimentos; cadeias Agroalimentares sustentáveis; Criação de Valor; Marketing de relacionamento; Confiança, Lealdade, Experiência de Consumo, Jornada do Consumidor; Consumo Verde, Consumo Sustentável. Em 2019 publicou pela Elsevier Internacional o livro Coffee Consumption and Strategies in Brazil.

Marcelo Luiz Dias da Silva Gabriel, Escola Superior de Propaganda e marketing (ESPM), Programa de Pós-graduação, Escola: Programa de Pós-graduação em Comportamento do Consumidor (PPGCC), São Paulo, SP, Brasil

Doutor em Educação (Ciência e Tecnologia) pela Universidade Estadual de Campinas – UNICAMP (2011), Mestre em Administração de Empresas pelo Centro Universitário Álvares Penteado – UNIFECAP (2005), MBA Executivo em Marketing pelo IBMEC (2001) e Bacharel em História pela Universidade de São Paulo – USP (1997). Professor do Programa de Pós-Graduação em Administração da Escola Superior de Propaganda e Marketing (ESPM). Atua como revisor de periódicos nacionais e internacionais nas áreas de Administração e Psicologia, e como parecerista de eventos como EnANPAD, CLAV, SEMEAD e ENGEMA. Editor convidado da Brazilian Journal of Marketing (BJMkt) na edição especial sobre Pesquisa de Marketing.

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