K-뷰티 브랜드의 환경적 CSR이 친환경 이미지와 상징적 가치를 통해 충성도에 미치는 영향: 한･중 소비자 비교를 중심으로

This study was intended to comparatively study the effect of K-beauty brand’s environmental CSR on loyalty through eco-friendly image and symbolic value by Korean and Chinese consumers. To test the hypothesis, a total of 392 copies of data from Korean and Chinese consumers were collected and analyzed using a structural equation model. As a result of the study, first, it was found that environmental CSR activities have a positive effect on the eco-friendly image for both Korean and Chinese consumers. Second, both environmental CSR and eco-friendly image were found to have a significant effect on the symbolic value. In particular, the influence of environmental CSR on the symbolic value was higher for Chinese consumers than for Korean consumers. Third, the effect of eco-friendly image and symbolic value on loyalty was also found to be significant. However, it was found that the influence of eco-friendly image on loyalty was greater for Chinese consumers than for Korean consumers, while the influence of symbolic value on loyalty was greater for Korean consumers than Chinese consumers. These research results expand the existing research on environmental CSR of K-beauty brands and provide meaningful strategic use points. This means that K-beauty brands need to actively implement not only cosmetic quality but also environmentally responsible activities such as development of eco-friendly materials and global environmental campaigns. It suggests the need to strategically expand social contribution activities, including If research on other types and values ​​of social responsibility activities is followed in the future, it will be able to provide a wide range of implications.