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Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry
- 1 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia
- 2 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia
* Author to whom correspondence should be addressed.
Abstract
This conceptual paper outlines the impact of sustainable marketing on consumer behaviour in China's cosmetics industry. With the severe environmental changes and people's environmental protection awareness, consumers are more likely to buy environmentally friendly products when buying cosmetics. The study demonstrates the role of sustainability in changing consumer buying habits, highlighting the cosmetic industry's shift towards environmentally friendly and ethical approaches. It highlights the sector's challenges, particularly in production and management, which pose serious sustainability issues. By taking a closer look at how sustainable marketing influences consumer choices and buying patterns, this study aims to reveal how eco-friendly buying habits, ethical considerations, and environmental awareness drive demand for beauty products. Through the literature review, this study discovers the trends in this industry, such as the growing interest in cleansing beauty products and the shift of consumer behaviors towards sustainability. It also builds a framework linking sustainable practices to consumer behaviour, which is based on the interplay between consumer purchase considerations and sustainable practices.
Keywords
Sustainable marketing, consumer behaviour, Cosmetic Industry, Environmental consideration
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Cite this article
Yang,J.;Hamid,M.B.B. (2024). Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry. Advances in Economics, Management and Political Sciences,93,54-59.
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Volume title: Proceedings of the 2nd International Conference on Management Research and Economic Development
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