Comportamento do consumidor: a influência da embalagem no processo de decisão de compra de cosméticos por mulheres de Minas Gerais.

Abstract

This article analyzes the influence of visual, informational, and sustainable elements in cosmetic packaging on the purchase decision-making process of Generation Z consumers, focusing on women residing in Minas Gerais, Brazil. Considering the growing impact of social media and the value placed on aesthetics by this demographic, the study investigated how factors such as design, harmonious colors, innovation, clarity in brand communication, the presence of certifications, and sustainable appeal influence purchase intention. The research adopted a quantitative approach, using a structured online questionnaire on a Likert scale, directed to 100 respondents. The data were analyzed using descriptive statistics and Pearson correlation, allowing the identification of statistically significant relationships between packaging attributes and purchase intention. The results show that aesthetic aspects exert a strong influence on consumers' willingness to pay more for visually appealing products and on their choice between similar items. Furthermore, a relevant association was found between brand transparency, certifications, and preference for sustainable packaging. It concludes that packaging acts as a strategic element of communication and competitive differentiation, especially in a highly visual, digital, and trend-driven market.