Theoretical Framework - From Trend to Tradition: Understanding the Long-Term Adoption of Eco-Friendly Cosmetics by Gen Z Consumers

Abstract

This paper develops a theoretical framework to examine the factors influencing Gen Z’s long-term adoption of eco-friendly cosmetics. With increasing environmental awareness, Gen Z exhibits a preference for sustainable products, yet the persistence of this behaviour warrants further exploration. This study examines the motivators, barriers, and the mediating role of social media and influencers in shaping perceptions and purchasing decisions. By conducting an extensive literature review, the paper synthesizes insights on consumer behavior, sustainability, and green marketing to understand the transition from trends to lasting habits. The factors impacting long-term adoption include ethical considerations, product efficacy, brand transparency, and societal influence. The proposed conceptual model offers pathways for fostering sustained consumer engagement, providing insights into the evolution of Gen Z’s attitudes and behaviours toward eco-friendly cosmetics.