Sustainability Analysis of Establishing the Cosmonesa Cosmetic Store at UNESA: An Academic Community Perspective
Keywords:
Sustainability, Cosmetics Business, Academic Community, Environmentally Friendly PracticesAbstract
The cosmetics industry offers significant economic and educational benefits, particularly on university campuses. This study examines the sustainability of the Cosmonesa offline store at the State University of Surabaya (UNESA) from the academic community's perspective, involving students, lecturers, and administrative staff. Key factors influencing consumer decisions include cultural, social, personal, and psychological elements, as well as social media and peer influence. Establishing a cosmetics store like Cosmonesa meets the demand for quality and affordable products. Results show that Cosmonesa's sustainability is significantly influenced by the community's awareness and support of eco-friendly practices. Marketing strategies centred on sustainability are crucial for attracting consumers. The study concludes that Cosmonesa should adopt sustainable business practices, involve all stakeholders, provide safe and eco-friendly cosmetics, and conduct sustainability education programs. These findings aim to inform effective development and operational strategies for Cosmonesa, prioritising sustainability and enhancing business success.
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