Consumo de cosméticos no Brasil: fatores de influência na percepção de marca e intenção de compra

Abstract

The study aimed to identify and analyze the factors that impact the purchase intention of Millennial and Gen Z consumers of cosmetics in Brazil. Based on an analysis of the current scenario in the cosmetics sector and the factors presented in the literature as impacting brand perception and consumer purchase intention, the study sought to understand the factors of Marketing Actions, Technological Innovation, and Sustainability and Corporate Social Responsibility as relevant to the process, presenting constructs and theoretical developments on the topics, and based on these, hypotheses were established to guide the analysis of the results. In terms of methodology, the research is descriptive and quantitative, using primary data obtained through an online survey with cosmetics consumers in Brazil. For data analysis, statistical analyses and hypothesis validation were performed based on the results of structural equation models. Based on the research results, it was possible to understand the factors that influence the purchase intention of cosmetics consumers in Brazil, allowing for a better understanding of the specificities of this sector, the characteristics of Brazilian consumers of the Millennial and Z generations, and generating insights for companies on areas of concern and points for improvement in their business strategies or product developments.