본 연구는 화장품 소비자의 지속가능한 소비행동에 영향을 미치는 요인을 파악하고, 환경가치와 규범, 친환경 태도 및 지속가능한 소비행동 간의 영향관계를 분석함으로써 화장품 산업의 ...
본 연구는 화장품 소비자의 지속가능한 소비행동에 영향을 미치는 요인을 파악하고, 환경가치와 규범, 친환경 태도 및 지속가능한 소비행동 간의 영향관계를 분석함으로써 화장품 산업의 지속가능한 발전에 도움이 되는 자료를 제공하고자 하였다. 이러한 연구목적을 달성하기 위하여 서울수도권에 거주하면서 화장품을 구매한 경험이 있는 20～50대 여성 소비자들을 대상으로 설문조사를 실시하였다. 본 연구의 결과를 요약하면 다음과 같다.
This research aims at examining the elements affecting beauty consumers sustainable consumption behavior, analyzing the impact relation among environmental values and norm, environment-friendly attitude, and sustainable consumption behavior, and offer...
This research aims at examining the elements affecting beauty consumers sustainable consumption behavior, analyzing the impact relation among environmental values and norm, environment-friendly attitude, and sustainable consumption behavior, and offering data helpful for the sustainable development of cosmetics industry. To accomplish these research goals, a survey was conducted on the female consumers in their 20s to 50s who resided in Seoul and the capital area and had the experiences of purchasing beauty. The study results can be summarized as follows. First, as for the influence of the beauty consumers environmental values on their environment-friendly attitude, environment-conservative value and social altruistic value were the main factors exerting an influence, and the more beneficial they were to the society and the more important the values of environmental problems were regarded, the more environment-friendly attitude they were found to have. Second, with regard to the effect of the beauty consumers norm on their environment-friendly attitude, the moral and the social norm were the major elements to affect it, and when the sense of moral duty, social atmosphere, images or assessment were emphasized more, their environment-friendly attitude became stronger. However, as the subjective norm to be conscious of people around them got stronger, their functionality attitude became weaker, so it can be concluded that for the reinforcement of the beauty consumers environment-friendly attitude, the moral and the social norm were more important than the subjective norm. Third, regarding how the beauty consumers environment-friendly attitude affected their sustainable consumption behavior, their environment-friendly attitude and enduring cost attitude were the major influential factors, and the beauty consumers environment-friendly attitude was found out to be important because sustainable consumption behavior was improved in the process of purchasing, disposing of and using the beauty. Fourth, with respect to the impact of the beauty consumers environmental values on their sustainable consumption behavior, social altruistic value and environment-conservative value were the main factors with influence, and the beauty consumers with more social altruistic value and environment-conservative value showed more sustainable consumption behavior when buying and using beauty. Fifth, when it comes to the influence of the beauty consumers norm on their sustainable consumption behavior, the moral and the subjective norm were the important factors that had impact on them, and the more these kinds of norm were, the more sustainable consumption behavior appeared in the process of purchase, disposal and use. |
