The role of green consumerism in millennial and gen z consumers’ preference for sustainable packaging in the cosmetics industry
Akter, Saima (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2025072579206
https://urn.fi/URN:NBN:fi-fe2025072579206
Tiivistelmä
This research explores the impact of green consumerism on the attitudes of Millennial and Gen Z consumers towards green packaging in the cosmetics industry. It examines the reason why they prefer green packaging and how it impacts their perceptions of the product quality, value.
Open ended questionnaires were conducted with 22 participants from the Gen Z and the Millennial generations who were consumers of cosmetics.
The findings indicate that Gen Z and Millennials are considerably influenced by environmental awareness, social norms, and social media circles in their purchasing behavior. The key drivers of green packaging are transparency, social media, and alignment with their personal value system. Green packaging is also found to add value to the perceived value and quality of the product, and almost half of the sample reported that they would pay extra for eco-products.
The research applies the Theory of Planned Behavior (TPB), Green Purchase Behavior (GPB), and Value Perception Theory to provide a general overview of green cosmetics buying behavior of two generations. The research contributes to sustainable consumer behavior research and strategic guidance to cosmetics companies looking to target green youth segments.
Open ended questionnaires were conducted with 22 participants from the Gen Z and the Millennial generations who were consumers of cosmetics.
The findings indicate that Gen Z and Millennials are considerably influenced by environmental awareness, social norms, and social media circles in their purchasing behavior. The key drivers of green packaging are transparency, social media, and alignment with their personal value system. Green packaging is also found to add value to the perceived value and quality of the product, and almost half of the sample reported that they would pay extra for eco-products.
The research applies the Theory of Planned Behavior (TPB), Green Purchase Behavior (GPB), and Value Perception Theory to provide a general overview of green cosmetics buying behavior of two generations. The research contributes to sustainable consumer behavior research and strategic guidance to cosmetics companies looking to target green youth segments.