DEVELOPMENT OF STRATEGIES BASED ON CONSUMERS' SUSTAINABILITY PERSPECTIVES IN THE PERFUME INDUSTRY

Timea Cisma, Larisa Ivascu, Andreea Mihaela AGACHE Garboni and Ciprian-Sorin Vlad

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2022, vol. 16, issue 1, 831-840

Abstract: Companies should include consumers' concerns about sustainability in their strategies, a reason why it is essential to understand the consumer's decision-making process. Sustainability is a topic of interest and is increasingly considered by consumers. Actions are taken to raise the level of environmental and social sustainability in the growing industry of cosmetics. To this end, this extensive research presents market research. The questionnaire aims to outline the consumer's attitude toward sustainability in the perfume industry. Consequently, the purpose of this study is to determine what sustainability principles must be considered by companies in the development of strategies in the perfume industry. The objective of the research is to find out how sustainability impacts consumer choices, whether demographics influence purchase decisions, and perception of circular reuse and refilling models. The results indicate that the decision to purchase from the consumer is positively influenced by sustainability, mainly through the means of ecological and economic dimensions. Regarding demographics, age influences the economic dimension while gender influences the overall perception on sustainability. Therefore, marketing strategies must be tailored according to the gender and age of the target consumer. Finally, a significant interest for the refill model was identified.

Keywords: circular economy; consumer perspective; perfume industry; sustainability. (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:16:y:2022:i:1:p:831-840

DOI: 10.24818/IMC/2022/05.03

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