Investigating consumer awareness, perception and purchase intention towards sustainable hair colour products

Abstract

Sustainability is becoming top priority in a lot of beauty industries including hair colour products. Understanding consumer attitudes towards sustainable products is crucial for business to grow and policymakers to create initiatives aimed at promoting sustainability in the industry. This research aims to explore consumer attitude towards the evolving landscape of hair colour products with focus on awareness perception and purchase intention. To study sustainable hair colour products, including their effectiveness, safety, and environmental impact perceptions, as well as their intentions to buy them over traditional hair colour products, a representative sample of customers was surveyed. Survey questionnaire will further elaborate on the underlying preferences, motives, and decision-making process of customers regarding sustainable hair colour products. The research findings, therefore, will bring useful information to organisations seeking to develop and sell eco-friendly hair colour products. Ultimately, this paper contributes to the development of understanding of consumers' attitudes toward sustainable hair colour products and aids the improvement of strategies on a market that seeks to foster a more environmentally conscious consumer base.