The beauty and wellness industry underwent significant transformations, with aesthetic businesses emerging as a rapidly expanding sector. Utilizing a correlational research design, this study assessed the impact of aesthetic businesses on social dynamics, environmental sustainability, and consumer behavior. It specifically examined the social dynamics of the aesthetic business by analyzing respondents’ perspectives on three levels: psychological and emotional, interpersonal, and social. Additionally, the study investigated the environmental sustainability practices of aesthetic businesses, focusing on product sourcing, energy use and efficiency, and waste management. Consumer behavior was also assessed in terms of purchase frequency, brand loyalty, and price sensitivity. Furthermore, the study determined whether a significant relationship existed between social dynamics and environmental sustainability, as well as between social dynamics and consumer behavior in aesthetic businesses. It also explored the predictive power of social dynamics and environmental sustainability on consumer behavior within the industry. Findings revealed that psychological and emotional factors strongly drove consumer engagement, with self-esteem, confidence, and social interactions playing a crucial role. The study also highlighted the increasing emphasis on sustainable practices, with businesses prioritizing eco-friendly product sourcing and energy efficiency. However, results indicated that while sustainability practices were valued, they did not significantly influence consumer purchasing decisions. Instead, brand loyalty and price sensitivity emerged as the primary determinants of consumer behavior. Statistical analyses demonstrated a significant positive correlation between social dynamics and environmental sustainability, underscoring the role of social influence in fostering eco-conscious business practices. However, no significant relationship was found between social dynamics and consumer behavior or between environmental sustainability and consumer behavior. Predictive models suggested that interpersonal and societal factors influenced consumer decisions, while sustainability efforts, though important, did not directly impact purchasing behavior.
Anderson, C., & Lee, S. (2022). Loyalty programs and pricing strategies in aesthetic clinics: Impact on repeat business. Journal of Beauty and Wellness, 15(4), 89–107.
Bran, E., Rughini?, C., Nadoleanu, G., & Flaherty, M. G. (2023, May). The emerging social status of generative AI: Vocabularies of AI competence in public discourse. In 2023 24th International Conference on Control Systems and Computer Science (CSCS) (pp. 391–398). IEEE. https://ieeexplore.ieee.org/abstract/document/10214752/
Buason, A., Kristofersson, D., & Rickertsen, K. (2021). Habits in frequency of purchase models: The case of fish in France. Applied Economics, 53(31), 3577–3589. https:// www.tandfonline.com/doi/abs/10.1080/00036846.2021.1883541
Brown, A., & Carter, M. (2023). The social impact of aesthetic treatments: Confidence, conversations, and connections. Journal of Social Psychology and Beauty, 16(1), 45–63.
Carter, M., Nguyen, H., & Patel, R. (2024). Social bonding through beauty: The role of interpersonal relationships in aesthetic treatment decisions. Journal of Social Beauty Studies, 16(2), 134–149.
Chen, M., & Wong, R. (2023). Brand loyalty in the aesthetic industry: Key factors influencing long-term consumer engagement. Journal of Consumer Behavior, 20(1), 45–63.
Christopher, S., Vikram, M. P., Bakli, C., Thakur, A. K., Ma, Y., Ma, Z., ... & Singh, P. (2023). Renewable energy potential towards attainment of net-zero energy buildings status–a critical review. Journal of Cleaner Production, 405, 136942. https://www.sciencedirect.com/science/ article/pii/S0959652623011009
Choi, D., & Park, M. (2022). From beauty ideals to consumer decisions: The role of social and interpersonal influences in aesthetic service consumption. Journal of Business and Psychology, 19(3), 98–115.
Dahal, B. R., DeLong, K. L., Gao, S., Grebitus, C., & Muhammad, A. (2024). Factors affecting Chinese consumers' beef purchase frequency. Agribusiness. https://onlinelibrary.wiley.com/doi/ abs/10.1002/agr.21906
Davidson, L., & Lee, J. (2023). Psychological motivations for aesthetic treatments: Understanding self-esteem, confidence, and emotional well-being. Aesthetic Psychology Journal, 18(1), 67–83.
Donato, C. (2025). Aesthetic influence on consumer behavior. In Eco-label visual design and sustainability: The impact on consumer perceptions and market trends (pp. 39–73). Springer Nature Switzerland. https://link.springer.com/chapter/10.1007/978-3-031-82761-7_3
Garcia, P. E., Ioannidis, S., Kefalas, N., ... & Carruthers, J. D. (2024). Harmonized ethical and empowered empathy for aesthetic literacy (HEEAL): A systematic review towards a patient- centered practice paradigm in aesthetic medicine and plastic surgery. European Journal of Plastic Surgery, 47(1), 82.
Garcia, L., Smith, R., & Nguyen, H. (2022). Judgment and acceptance: The dual social perceptions of aesthetic enhancements. International Journal of Beauty Studies, 11(2), 78–95.
Garcia, L., Torres, J., & Lim, T. (2024). Price sensitivity and purchase behavior in aesthetic businesses. International Journal of Beauty Economics, 23(2), 78–95.
Gonzalez, R., Lim, J., & Evans, T. (2024). The rise of biodegradable beauty: Sustainable ingredients and consumer preferences. International Journal of Green Cosmetics, 17(1), 75–89.
Gurnani, K., & Gupta, N. (2024). Factors affecting consumer behaviour in Indian fashion retail industry: A study of recent trends and preferences. International Journal for Multidisciplinary Research.
Hajam, Y. A., Kumar, R., & Kumar, A. (2023). Environmental waste management strategies and vermi transformation for sustainable development. Environmental Challenges, 13, 100747. https://www.sciencedirect.com/science/article/pii/S2667010023000719
Issalillah, F., Darmawan, D., & Khayru, R. K. (2021). Social cultural, demographic and psychological effects on insurance product purchase decisions. SICO Journal. https:// ejournalsico.com/index.php/sico/article/view/14
Johnson, M., & Rivera, D. (2022). The beauty divide: Economic accessibility and the growing disparity in aesthetic treatments. International Journal of Social Beauty Studies, 12(2), 67–84.
Jung, M. H., Smeets, P., Stoop, J., & Vosgerau, J. (2023). Social status and unethical behavior: Two replications of the field studies in Piff et al. (2012). Journal of Experimental Psychology: General, 152(5), 1368. https://psycnet.apa.org/record/2023-34988-001
Khan, S., Anjum, R., Raza, S. T., Bazai, N. A., & Ihtisham, M. (2022). Technologies for municipal solid waste management: Current status, challenges, and future perspectives. Chemosphere , 288, 132403. https://www.sciencedirect.com/science/article/pii/ S0045653521028757
Kim, H., & Park, J. (2023). The role of price sensitivity in consumer decisions for elective beauty treatments. Journal of Consumer Economics, 18(2), 102–118.
Kumar, R., & Lee, S. (2023). The power of word-of-mouth marketing in the beauty industry: Social influence on consumer choices. Journal of Consumer Behavior, 21(2), 78–92.
Kwan, M., & Lin, J. (2024). Social pressures and aesthetic treatments: The psychological impact of beauty standards. Journal of Aesthetic Psychology, 15(2), 102–118.
Lee, K., & Johnson, M. (2024). Energy efficiency in the aesthetic industry: Balancing sustainability and cost. International Journal of Environmental Business, 19(3), 134–150.
Lee, P., & Thompson, H. (2024). Bonding through beauty: Shared experiences and interpersonal relationships in aesthetic treatments. Journal of Cosmetic Sociology, 14(3), 102–119.
Lee, S., Torres, M., & Chan, W. (2024). Word-of-mouth influence on consumer loyalty in the aesthetic industry. International Journal of Beauty Marketing, 19(3), 45–63.
Lopez, R., Santos, V., & Chang, M. (2024). Brand loyalty in aesthetic services: The impact of service quality and personal experience. International Journal of Marketing and Aesthetic Business, 22(1), 89–102.
Maria, G. P., Spaccatini, F., & Roccato, M. (2023). “You look so beautiful… but why are you so distressed?”: The negative effects of appearance compliments on individuals’ psychological well- being in the workplace. Sexuality & Culture, 27(2), 659–673.
Martinez, L., Santos, H., & Williams, R. (2024). Social connections and beauty service consumption: Understanding interpersonal influence in aesthetic businesses. International Journal of Marketing Studies, 23(1), 56–74.
Martinez, P., & Lee, K. (2024). Energy efficiency in aesthetic clinics: The impact of technology on sustainability. Journal of Environmental Business, 19(2), 101–118.
Mautong, H., Gallardo-Rumbea, J. A., Alvarado-Villa, G. E., Fernández-Cadena, J. C., Andrade- Molina, D., Orellana-Román, C. E., & Cherrez-Ojeda, I. (2021). Assessment of depression, anxiety and stress levels in the Ecuadorian general population during social isolation due to the COVID-19 outbreak: A cross-sectional study. BMC Psychiatry, 21(1).
Cruz, B. J. G. Dela, Urbina, M. C., & Castro, L. C. De. (2025). The Impact of Aesthetic Businesses on Social Dynamics, Environmental Sustainability and Consumer Behavior. International Journal of Academic Research in Business and Social Sciences, 15(5), 812–836.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
