PERCEPÇÃO DOS CONSUMIDORES SOBRE COSMÉTICOS: um estudo de caso com estudantes da graduação em uma IES particular de Ituiutaba-MG

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.