Re-evaluating beauty: Attitudes and perceptions of eco-friendly packaging in beauty care products - A systematic review

Contemporary society places a high value on physical appearance, leading to significant demand in the global cosmetics market, which is projected to reach nearly $129 billion by 2028. There is a growing interest in sustainable materials in order to tackle the environmental impact of the cosmetic sector and in particular of packaging. This review explores consumer perceptions, attitudes, and behaviours towards green packaging in the cosmetics industry. A systematic literature review following the PRISMA checklist for systematic reviews has been conducted to explore the current state of the art of scientific research in the area of psycho-social variables such as perceptions, attitudes, intentions and behaviours towards eco-friendly packaging of skin-care and beauty-care products. The lack of clear definitions for eco-friendly, green, or natural packaging complicates consumer relationships with sustainable beauty products, leading to confusion from various claims and certifications. This confusion, coupled with low awareness of health and environmental impacts, may hinder informed purchasing decisions. While health and environmental benefits influence buying intentions, the primary factor shaping attitudes remains unclear. Eco-friendly packaging is important in encouraging purchases, but further research is needed for instance on ethical considerations and social media's role in sustainability. Additionally, socio-demographic factors affecting preferences are complex, and while younger consumers are more willing to invest in natural products, financial constraints often limit their choices. The review highlights a gap in the literature concerning industry challenges and underscores the necessity for comprehensive models to better understand consumer motivations and preferences for green cosmetics. Limitations, such as sample representativeness and the diverse scales used in various studies, further restrict the generalizability of the findings, suggesting that ongoing research in this rapidly evolving field is essential. Some possible practical implications are also presented.