The influence of sustainable packaging in beauty industry on customer behavior

Abstract

Integration of sustainable concepts in the beauty industry is rising. It has a significant influence on packaging design. This thesis observes the reflection of sustainable packages in the cosmetic field on customer behavior. Along with that, sustainability affects brand performance. Along with the growth of environmental awareness and sustainability, brands are adjusting their products with recyclability, biodegradability, reusability, and other characteristics that help the package to meet sustainable terms. This thesis investigates the expectations and the interaction with the packages from the customer perspective. It discusses how sustainable innovations in package design reflect on customer perspective, brand image, brand loyalty, and customer purchasing decisions. It highlights the positive influence on the environment and customer user experience, caused by eco-friendly solutions. Additionally, this thesis proposes a conceptual packaging design of a reusable shampoo package that reflects the sustainability and customer values, discovered during the research. This study highlights the importance of balance between environmental responsibility, aesthetics, material usage, and functionality. It explores the alignment between brand and customer values.