Title: A Study of the Influencing Factors of the Sustainable Packaging Strategy of Cosmetics Products – A Case Study of Lumei Cosmetics Company
Author: Wei Bing
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: 2nd National and International Academic Conference on Innovation and Management for Sustainable 15-16 December 2020 (pp.612-620) Click PDF
Abstract
In recent years, the global cosmetics industry has witnessed a paradigm shift towards sustainability, particularly in packaging strategies. This shift is driven by an increasing awareness of environmental issues and consumer demand for eco-friendly products. A declining sales trend, despite a market leaning towards eco-friendliness, indicates a disconnect between strategy and consumer expectations. The objectives of the study were: 1) To identify the key influencing factors of sustainable packaging strategy that significantly impact consumer purchasing decisions in the cosmetics industry, 2) To provide specific recommendation to improve the LUMEI Cosmetics Company’s packaging strategy to enhance sales performance.
Given the nature of these objectives and the marketing mix theory, the research adopted the quantitative method, focusing on gathering and analyzing numerical data to provide concrete insights. A total of 1,500 questionnaires were distributed, out of which 1,200 responses were received. After screening, 1,050 responses were deemed valid, resulting in a substantial final response rate of 70%.
This study found that: 1) It has become evident that consumers place a high value on the features and quality of sustainable packaging. This preference significantly influences their purchasing decisions, confirming the first hypothesis of the study. The study also affirmed the second hypothesis, highlighting the substantial impact of marketing and communication strategies on the effectiveness of sustainable packaging. 2). The conclusions drawn from this research provide a clear resolution to the initial problem presented. The study emphasizes the need for a strategic approach that combines product innovation with effective marketing to leverage the growing consumer demand for sustainability.
In conclusion, sustainable packaging significantly influences consumer purchasing decisions in the cosmetics industry, emphasizing the importance of eco-friendly materials and innovative design in driving consumer preferences. This study provides strategic recommendations for the LUMEI Cosmetics Company, suggesting that combining product innovation with effective marketing communication can enhance sales performance by aligning with the growing consumer demand for sustainability.
Keywords: sustainable packaging, sales performance, cosmetics industry, marketing mix theory.
The Work Stress Management of Enterprise Employees – A Case of Xiaomi Company in China /
6217195421 Wei Bing 2566 (2023) A Study of the Influencing Factors of the Sustainable Packaging Strategy of Cosmetics Products – A Case Study of Lumei Cosmetics Company สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management