IDENTIFYING PERCEPTIONS OF CUSTOMERS TO SUSTAINABLE BEAUTY PRODUCTS

• Main Author: Peyton, Fanny
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72944
• Institution: Institut Teknologi Bandung

Customers' increased knowledge of environmental issues contributes to the rapid development of sustainable beauty companies. Despite the fact that the pandemic occurs, the sustainable beauty sector is expected to grow in the coming years since customers have chosen a healthier and more natural lifestyle. Firms are also constantly inventing their products to fulfill the demands of their customers and increasing competitions. Researchers demonstrated how sustainable practices could boost brand loyalty and help businesses compete in an increasingly competitive environment. Sustainability communication is also used to promote the brand's sustainability and to spark the interest of customers. Customers have revealed many opinions and aspects that influence their product buying through online platforms, notwithstanding the expansion in business development. Beauty companies are also creating online forums to get customer feedback and allow them to exchange information with other users. As a result, the purpose of this study is to determine customer perceptions, comparison to brand’s communication, and the barriers on choosing sustainable beauty products. This study classifies the data acquired using a qualitative method based on thematic analysis. Data is obtained in the form of talks through five discussion forums and social media. This study discovered that, in addition to brand popularity and communication, brands must be concerned with customer perceptions of sustainable beauty brands, knowing that there are several factors to consider, including packaging, ingredients used, not harming environment and living beings, supply chain, innovation, and customer’s feeling of guilty. Several factors influence customer barriers to buy, including the feeling of difficulty in finding proper goods for their skin, pricing, brand trust, product quality and hygiene, and a poor supply chain, which creates customer skepticism in the firms. Customers are emphasizing not only the brand's image or logo, but also the amount of their obligation to its supply chain, as they become more conscious of green washing marketing methods.