Beleza rara
um modelo conceitual de pesquisa baseado na difusão e adoção de cosméticos ecoinovadores
DOI:
https://doi.org/10.23925/2179-3565.2024v15i3p152-171Palavras-chave:
Adoção, Difusão, Comportamento pró-ambiental, Contexto socioeconômico, Cosméticos ecoinovadoresResumo
A indústria de cosméticos tradicionalmente polui o meio ambiente em decorrência do desenvolvimento de produtos que utilizam substâncias químicas, petroquímicas e microplásticos, materiais que chegam em rios, lagos e oceanos após a utilização por consumidores, além de gerar uma quantidade considerável de resíduos a partir de embalagens. A pressão do mercado tem impulsionado a adoção de medidas sustentáveis pelas indústrias de cosméticos, enfatizando a importância da conscientização e a mudança nos hábitos tradicionais de produção e de consumo. Nesta perspectiva, o presente estudo propõe um modelo conceitual de pesquisa original para analisar a difusão e a adoção de cosméticos ecoinovadores por consumidores, a partir da formulação de sete hipóteses de pesquisa. O estudo foi principalmente orientado pela teoria da difusão de inovações e pela teoria do comportamento planejado e desenvolvido a partir de uma bibliometria. No modelo foram propostos os constructos comportamento pró-ambiental e contexto socioeconômico como mediadores da relação entre a difusão e a adoção de ecoinovações de cosméticos. Este estudo pretende contribuir para a fronteira teórica nos campos da ecoinovação de cosméticos e do comportamento sustentável do consumidor, bem como para medidas sustentáveis de difusão e adoção de cosméticos ecoinovadores pela indústria.
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