The Effects of Lifestyles on Sustainable Consumption: A Conceptual Study of Cosmetics and Personal Care Products

Nowadays, it is noticeable that marketing strategies are moving towards sustainability due to several unsustainable consumption problems and one of the problems is packaging waste. Central to the problem is lifestyle. Lifestyle is one of the variables which fall within psychographic segmentation. Segmentation is the process where the market is divided into relevant groups that can be targeted by marketers. Previous study has employed VALS and AIO in India to predict lifestyle. Thus this study will also employ both measurement systems to re-validate the study findings in Malaysia and at the same time complement each measurement system deficiencies in defining lifestyles. Therefore, this study aims to identify the effect of consumers’ lifestyles of cosmetics and personal care products on sustainable consumption that can allow marketers and researcher to predict their different consumption habits that are reflected by different lifestyles. This conceptual study is solely based on an extensive review from literature and previous data. The sources of collecting literature are Google search and digital library. This study is expected to prove that self-fulfilment, self-identity, feeling of uniqueness and believers segment is the dominant lifestyle that makes more sustainable consumption.