Eco-conscious and green consumption of FMCG hair care products in Pest County, Hungary

Abstract

This research examines Hungarian customers’ eco-conscious consumption in the sector of Fast-Moving Consumer Goods, namely hair care products. The research provides an introduction to eco-consciousness and sustainability and discusses climate change and controversial opinions on plastic packaging. To receive a wider overview of the behaviour of customers, questions have been formed to lead the research. For instance, how open Hungarian consumers are to sustainable consumption, how much are they influenced by the knowledge they have about environmental problems and climate change, and what changes they have already made to develop eco-conscious purchasing habits. To reach enough participants, the researcher used a questionnaire and analysed its answers in an attempt to answer the research questions. For obtaining more personal and deeper opinions, the research had several personal interviews with participants from different age and gender groups, and asked them about their habits, regarding the consumption of eco-conscious hair care consumption. Furthermore, the researcher also had an interview with a member of Schwarzkopf Professional Hungary. The results of the research reveal that consumers exhibit a high-level environmental awareness, and they are conscious of their purchasing habits, but they lack the motivation to make changes in their purchasing habits. On the other hand, price is an important factor in decision-making, thus there is a lack of sustainable options to choose from.