The Effects of Lifestyles on Sustainable Consumption: A Conceptual Study of Cosmetics and Personal Care Products

Abstract

Nowadays, it is noticeable that marketing strategies are moving towards sustainability due to several unsustainable consumption problems and one of the problems is packaging waste. Central to the problem is lifestyle. Lifestyle is one of the variables which fall within psychographic segmentation. Segmentation is the process where the market is divided into relevant groups that can be targeted by marketers. Previous study has employed VALS and AIO in India to predict lifestyle. Thus this study will also employ both measurement systems to re-validate the study findings in Malaysia and at the same time complement each measurement system deficiencies in defining lifestyles. Therefore, this study aims to identify the effect of consumers' lifestyles of cosmetics and personal care products on sustainable consumption that can allow marketers and researcher to predict their different consumption habits that are reflected by different lifestyles. This conceptual study is solely based on an extensive review from literature and previous data. The sources of collecting literature are Google search and digital library. This study is expected to prove that self-fulfilment, self-identity, feeling of uniqueness and believers segment is the dominant lifestyle that makes more sustainable consumption.

The influence of knowledge, innovation compatibility and social influence on adoption of Halal cosmetics: An empirical evidence from Pakistan

“…It is assumed to be a significant part of foreseeing purchase intention. There have been many studies that assessed the influence of social factors on consumers' buying behaviour (Ambak et al, 2019;Hansen et al, 2012;Maloney et al, 2014). Social influence has been found to be significantly important in studies conducted on the purchase behaviour of skincare products (Apaolaza et al, 2011).…”