Abstract:
This study investigates the perception of consumers in Ituiutaba, which is located in
the north-central part of the Triângulo Mineiro region of Minas Gerais, which has an
estimated population of 106,397 inhabitants according to the IBGE, regarding
conventional, natural, organic and vegan cosmetics. With the growing concern for
health and sustainability, this study aims to explore how factors such as brand,
composition, and environmental impact influence purchasing choices. To this end, data
collection techniques were applied through a semi-structured questionnaire distributed
to students at a local Higher Education Institution (HEI). Using qualitative descriptive
analysis, the research reveals consumption trends and identifies knowledge gaps,
such as confusion between natural and organic cosmetics. The main results show that
31% prioritize the brand, and 26.2% highlight the ingredients. The research faces
limitations, including the low diversity of participants and the small number of
responses, highlighting the need for future, more comprehensive studies.
