기업의 지속가능 경영활동에 대한 소비자 인식과 친환경 화장품 소비행동

This study is based on recent social issues in environmental protection. First, the purposes of this study is to identify awareness of Corporate Sustainability Management Activities by cosmetics consumers based on ecological values. Second, to identify the consumption behavior of Environment-Friendly Cosmetics according to environmental values. Third, to identify the causal relationship between the consumer loyalty, the Corporate’s Sustainability Activities and consuming behavior of Environment-Friendly Cosmetics. The survey was conducted in their 20s to 50s adults using a questionnaire. The results of this study are as follows: First, It was found that high environmental values(HEV) group was signigicantly higher on the awareness of the Corporate Sustainability Activities in all of five stages. Second, Based on the difference in behavior regarding Environment -Friendly Cosmetics buying and using according to the groups, the HEV group appeared 51.4% utilization rate while the low environmental values(LEV) group had 31.5%. Only 31.7% of respondents were using refill products. Third, as a result of examining the mediating effects of corporate sustainability activities between the loyalty and environmental values, the mediating effects of corporate sustainability activities significantly effected on the relationships between two variables. The study found that consumers with higher environmental Values had a higher awareness of the Corporate‘s Sustainability Activities of the firm. Not only have we identified a positive aspect of the Environment-Friendly Cosmetics consensus behavior, but it has also been shown that the perception of the Corporate Competency Management Activities in the enterprise affects consumer loyalty." To sum up, cosmetic companies can see the importance of promoting how well the Corporate Sustainability Management Activities are being performed as a marketing tool for sustainable development of the cosmetics industry and corporate profits.