클린뷰티 화장품 소비자의 인게이지먼트가 소비자 규범 및 소비행동에 미치는 영향 (The Effect of Clean Beauty Cosmetics on Consumer's Engagement on Consumer Norms and Consumption Behavior)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 28권 / 1호 / 153 ~ 164페이지
· 저자명 : 박현아, 이인희

초록

COVID-19 is emphasizing the importance of environmental consumption, and awareness of the clean beauty cosmetics industry is increasing around the world. Along with changes in consumption due to social impact, clean beauty cosmetics is drawing attention as a trend, and cosmetics companies are changing from existing marketing methods to companies that think of social and environmental values. In order to study the effect of clean beauty cosmetics on consumers' engagement on consumer norms and consumption behavior, this study conducted this survey on adult women who had experience purchasing clean beauty cosmetics with in a year from December 1st to December 6th, 2021, and a total of 300 questionnaires were analyzed and used for the study. First, as a result of factor analysis to find out the engagement, consumer norms, and validity and reliability of consumption behavior of clean beauty cosmetics consumers, three factors were derived: conscious participation, passion/enthusiasm, and social interaction, and consumer norms. Second, as a result of analyzing the effect of clean beauty cosmetics on consumer engagement on consumer norms, it can be seen that the higher the clean beauty cosmetics on consumer engagement, the higher the consumer norm. Third, as a result of analyzing the effect of engagement of clean beauty cosmetics on consumers on consumption behavior, it can be seen that the higher the engagement of clean beauty cosmetics on consumers, the higher the consumption behavior. As a result of analyzing the impact of clean beauty cosmetics on consumer engagement on consumer norms and consumption behavior, clean beauty cosmetics on consumer engagement is an important factor to improve consumer norms and consumption behavior.

영어초록

COVID-19 is emphasizing the importance of environmental consumption, and awareness of the clean beauty cosmetics industry is increasing around the world. Along with changes in consumption due to social impact, clean beauty cosmetics is drawing attention as a trend, and cosmetics companies are changing from existing marketing methods to companies that think of social and environmental values. In order to study the effect of clean beauty cosmetics on consumers' engagement on consumer norms and consumption behavior, this study conducted this survey on adult women who had experience purchasing clean beauty cosmetics with in a year from December 1st to December 6th, 2021, and a total of 300 questionnaires were analyzed and used for the study. First, as a result of factor analysis to find out the engagement, consumer norms, and validity and reliability of consumption behavior of clean beauty cosmetics consumers, three factors were derived: conscious participation, passion/enthusiasm, and social interaction, and consumer norms. Second, as a result of analyzing the effect of clean beauty cosmetics on consumer engagement on consumer norms, it can be seen that the higher the clean beauty cosmetics on consumer engagement, the higher the consumer norm. Third, as a result of analyzing the effect of engagement of clean beauty cosmetics on consumers on consumption behavior, it can be seen that the higher the engagement of clean beauty cosmetics on consumers, the higher the consumption behavior. As a result of analyzing the impact of clean beauty cosmetics on consumer engagement on consumer norms and consumption behavior, clean beauty cosmetics on consumer engagement is an important factor to improve consumer norms and consumption behavior.

참고자료

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