ESTUDO DE CASO MÚLTIPLO – PERCEPÇÃO DA SUSBTENTABILIDADE

Abstract

In this paper the sustainable efforts of twocompanies and its perception by costumers and resellers arepresented and discussed. Both companies, a national and aninternational, belong to the cosmetics and toiletries industrysector and invest through innovations in products andservices called "green". Surveys were developed withcustomers and resellers in order to identify and describehow they interpret the attitude taken by the company in termof sustainability. Among others, the results indicate that theposture to preserve the environment and the concern withthe society is perceived differently by the consumers andresellers of both companies.Key words ⎯ Consumer Perception, Cosmetic IndustryGreen Product, Sustainability.