BETWEEN VALUES, INFLUENCE AND AUTONOMY: HOW GENERATION Z WOMEN ARE BUILDING ANTI-CONSUMPTION PRACTICES FOR HAIR ON SOCIAL MEDIA
DOI:
https://doi.org/10.56238/ramv20n15-001Keywords:
Hair Products, Anti-consumption, Generation ZAbstract
This study analyzes the extent to which personal principles, social pressure, and perceived control over sustainable alternatives influence anti-consumption behavior regarding hair products among Generation Z women on social media. The quantitative and descriptive research used a structured questionnaire composed of sociodemographic questions and fictional scenarios simulating digital interactions, grounded in the Theory of Planned Behavior (TPB). The variables attitude, subjective norms, and perceived behavioral control were assessed using a five-point Likert scale. The results indicate that moral guilt and pride play a central role in shaping conscious consumption intentions, revealing that identity values and authenticity have a greater influence than social approval. Economic and practical factors, however, limit the full adoption of sustainable behaviors. The study broadens the understanding of anti-consumption by integrating emotional dimensions into the TPB and highlights how the actions of digital influencers and brands can stimulate more responsible practices. By relating digital marketing and sustainable consumption, it contributes especially to SDG 12 — Responsible Consumption and Production.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Antonetti, P.; & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics, 124(1), 117–134. https://doi.org/10.1007/s10551-013-1841-9
Casalegno, C.; Candelo, E.; & Santoro, G. (2022). Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations. Psychology & Marketing, 39(5), 1007–1021. https://doi.org/10.1002/mar.21637
Dimitrios, B.; Ioannis, R.; Angelos, N.; & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219, 688–696. https://doi.org/10.1016/j.procs.2023.01.340
Ferreira, E. F. de A.; Moura, J. M.; & De Moura, M. R. (2024). A influência do marketing sobre a transição capilar. Anais da IV Jornada Científica em Administração
Gil, A. C. (2017). Como elaborar projetos de pesquisa (6ª ed.). Atlas
Gonçalves, J.; Santos, A. R.; Kieling, A. P.; & Tezza, R. (2022). The influence of environmental engagement in the decision to purchase sustainable cosmetics: An analysis using the Theory of Planned Behavior. Revista de Administração da UFSM, 15(3), 541–562. https://doi.org/10.5902/1983465969295
IMARC. (2024). Brazil Hair Care Market Size, Share, Trends and Forecast by Type, Distribution Channel, and Region, 2025–2033. https://www.imarcgroup.com/brazil-hair-care-market
Infante, V. H. P.; Calixto, L. S.; & Campos, P. M. B. G. M. (2016). Cosmetics consumption behaviour among men and women and the importance in products indication and treatment adherence. Surgical & Cosmetic Dermatology, 8(2). https://doi.org/10.5935/scd1984-8773.201682817
Jaziri, D.; Rehman, M. A.; Hasni, M. J. S.; & Ben Jebril, A. (2025). Food anti-consumption behavior: A systematic review and future research agenda. British Food Journal, 127(13), 373–395. https://doi.org/10.1108/BFJ-10-2024-1087
Jung, C. W. (2023). Social media management strategies and user engagement behavior of Japanese beauty brands. ITM Web of Conferences, 53, 01006. https://doi.org/10.1051/itmconf/20235301006
La Ragione, G.; & Risitano, M. (2025). Rethinking consumer behaviour in a green digital marketing landscape. Journal of Business Research, 202, 115755. https://doi.org/10.1016/j.jbusres.2025.115755
Li, M.; Cavender, R.; & Lee, M.-Y. (2025). Consumer awareness of fashion greenwashing: Insights from social media discussions. Sustainability, 17(7), 2982. https://doi.org/10.3390/su17072982
Lima, E. B.; Costa, C. S. R.; & Félix, G. R. (2019). Emoções culpa e orgulho e sua influência na intenção de compra de produtos verdes. Consumer Behavior Review, 3(2), 70–84
Mandić, S.; Ricijaš, N.; & Dodig Hundrić, D. (2024). Effects of gender and social network use on high school students’ emotional well-being during COVID-19. Psychiatry International, 5(2), 154–168. https://doi.org/10.3390/psychiatryint5020011
McKinsey & Company (2018). True Gen: Generation Z and its implications for companies. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Michaelidou, N.; Kostopoulos, I.; & Lowe, E. (2025). The dawn of “deinfluencing” as a vehicle for moral responsibility and anti-consumption. Journal of Business Research, 202, 115773. https://doi.org/10.1016/j.jbusres.2025.115773
Mineiro, M.; Da Silva, M. A.; & Ferreira, L. G. (2022). Pesquisa qualitativa e quantitativa: imbricação de múltiplos e complexos fatores das abordagens investigativas. Diálogos em Educação, 31(03), 201–218. https://doi.org/10.14295/momento.v31i03.14538
Munaro, A. C.; Barcelos, R. H.; & Maffezzolli, E. C. F. (2024). The impact of influencers on sustainable consumption: A systematic literature review. Sustainable Production and Consumption, 52, 401–415. https://doi.org/10.1016/j.spc.2024.10.024
Pérez-Mesa, J. C.; García-Barranco, M. C.; Piedra-Muñoz, L.; & Galdeano-Gómez, E. (2019). Transport as a limiting factor for the growth of Spanish agri-food exports. Research in Transportation Economics, 78, 100756. https://doi.org/10.1016/j.retrec.2019.100756
Salinero, Y.; Prayag, G.; Gómez-Rico, M.; & Molina-Collado, A. (2025). Generation Z and pro-sustainable tourism behaviors: Internal and external drivers. Journal of Sustainable Tourism, 33(6), 1059–1078. https://doi.org/10.1080/09669582.2022.2134400
Santos, T. F. C.; & Benevides, T. M. (2019). Mil Cabelos, Mil Possibilidades: Um estudo com consumidores de cosméticos naturais do grupo No/Low Poo. Revista Formadores – Vivências e Estudos, 12(7), 7–85.
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722
Shim, J.; Woo, J.; Yeo, H.; Kang, S.; Kwon, B.; Lee, E. J.; Oh, J.; Jeong, E.; Lim, J.; & Park, S. G. (2024). The clean beauty trend among millennial and Generation Z consumers: Assessing safety, ethicality and sustainability attributes of cosmetic products. Sage Open, 14(2). https://doi.org/10.1177/21582440241255430
Silva, B. (2018). Consumo de produtos de estética capilar: sacrifício, autoimagem e rituais de embelezamento. Universidade Federal de Pernambuco.
Silva, B. C. O.; & Pereira, R. C. F. (2024). Understanding anti-consumption through a virtual community of no-poo and low-poo adherents. BAR – Brazilian Administration Review, 21(suppl 1), 2020. https://doi.org/10.1590/1807-7692bar2024240136
Soares, D. E. S. C.; Araújo, M. A. V.; Costa, C. S. R.; Pinto, P. A. L. A.; & Molina, L. R. L. (2024). Impacto das emoções culpa e orgulho na intenção de compra consciente de slow fashion. International Journal of Scientific Management and Tourism, 10(1), 211–238. https://doi.org/10.55905/ijsmtv10n1-011
Stüve, S.; & Strauß, J. (2016). Organic hair care and the green purchasing gap. Jönköping University. https://www.diva-portal.org/smash/get/diva2:940589/FULLTEXT01.pdf
Teoh, R.; Schumann, U.; Gryspeerdt, E.; Shapiro, M.; Molloy, J.; Koudis, G.; Voigt, C.; & Stettler, M. E. J. (2022). Aviation contrail climate effects in the North Atlantic from 2016 to 2021. Atmospheric Chemistry and Physics, 22(16), 10919–10935. https://doi.org/10.5194/acp-22-10919-2022
Theocharis, D. (2025). Peer dynamics in digital marketing: How product type shapes the path to purchase among Gen Z consumers. Businesses, 5(3), 43. https://doi.org/10.3390/businesses5030043
Tsai, P.-H.; Hsieh, M.-C.; & Tang, J.-W. (2025). Utilising podcast digital content marketing to influence consumer purchasing behaviour on e-commerce platforms. Electronic Commerce Research and Applications, 73, 101529. https://doi.org/10.1016/j.elerap.2025.101529
Wallace, E.; & Buil, I. (2023). Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior. Journal of Business Research, 157, 113549. https://doi.org/10.1016/j.jbusres.2022.113549
Yen, N. T. H.; & Mai, N. T. T. (2020). Integrating the Theory of Planned Behavior and Self-Image Congruence Theory to explain green product purchase intention. International Journal of Marketing and Social Policy, 2(1), 2–11. https://doi.org/10.17501/23621044.2019.2102
Yens, D.; Syuhada, N. H.; Rajaby, W.; Fauzi, R. A.; Putra, E.; Maulana, M. F.; & Lestari, P. (2025). The social construction of beauty in the digital era: Gen Z’s interpretation of beauty standards in Jakarta. Gender Equality: International Journal of Child and Gender Studies, 11(1), 122. https://doi.org/10.22373/equality.v11i1.28836
Ying, L. J.; Te Chuan, L.; Rashid, U. K.; & Abu Seman, N. A. (2025). Social media marketing in Industry 4.0: The role of TikTok in shaping Generation Z’s purchase intentions. Procedia Computer Science, 253, 2176–2185. https://doi.org/10.1016/j.procs.2025.01.278
