Institution develops pioneering study on conscious consumer behavior, anticipating legislative changes and global trends

President Luiz Inácio Lula da Silva's enactment of Law No. 14.786/2023, which prohibits the use of animals in testing cosmetics, perfumes, and personal hygiene products in Brazil, represents a significant advance in national legislation. Anticipating the law, Feevale University has been conducting research on cruelty-free consumption since 2022, anticipating global changes in consumer behavior and demands for more ethical business practices.

The project, entitled Antecedents of Intention to Consuming Cruelty-Free Products, coordinated by Professor Marcelo Curth, professor of the Academic Master's in Administration and the Graduate Program in Cultural Processes and Manifestations at Feevale, analyzes the factors that influence consumers to choose products not tested on animals, considering aspects that precede their attitude and purchase intention.

With funding from the Rio Grande do Sul State Research Support Foundation (Fapergs), the research is expanding, strengthened by laws that support the need for research of this nature. One of the most important stages of the project is the development of initiatives in partnership with foreign universities, such as Portugal and Chile. These ties strengthen the University's internationalization and enable comparative analyses of consumer profiles from different cultures and markets.

The results have been presented at major business conferences in Brazil and at international events promoted by the American Marketing Association (AMA), solidifying Feevale as a reference in research on sustainable consumption and consumer behavior. "Today's consumers have been demanding real changes from brands, long before the new legislation was enacted," says Curth. "Our project seeks to understand who this consumer is and how their choices influence market transformations, public policies, and the production model itself," he explains.

The research integrates teaching, research, and outreach initiatives, contributing to the training of conscious professionals, the advancement of science, and strengthening Feevale's commitment to sustainability, innovation, and social well-being. The studies also provide insights for companies wishing to align their marketing strategies with the new demands of conscious consumption, increasingly present among younger generations.