Cosmetic brands perception by Generation Z through the prism of conscious consumption

This paper examines the role of conscious consumption concept as a way to can help to build confidence and attract sustainability-driven young consumers of cosmetic brands. We first discuss theoretical approaches to understanding the phenomenon of conscious consumption, a specific trend in consumer behavior in which the consumer is guided by a conscious need, ethical and environmental considerations. Based on the academic literature, we conclude that conscious consumption should not be considered as an isolated phenomenon, but is an integral part of a wider system where politics, economics and social expectations interact to form sustainable practices. The empirical results presented in the literature confirm that there are specific features characterizing GEN Z consumers as more conscious than older generations. In our research, we used these particular features as basic to put forward hypotheses concerning conscious consumption impact on Russian Zoomers' behaviour. Then we present and discuss the empirical data obtained through online survey conducted in March-April 2025. The analysis of survey results leads to the conclusion that there is a segment of young Russian conscious consumers focused on sustainable development, but not all Zoomers are ready to give preference to skin care cosmetic brands due to their eco-friendly characteristics.