지속가능한 화장품 소비행동에 미치는 영향요인에 관한 연구: 친환경화장품 구매경험자를 대상으로

In order to identify the influencing factors of sustainable consumption behavior of cosmetic companies and verify their influence, a total of 349 data were collected for a week from June 20, 2022, targeting eco-friendly product purchasers in their 20s or older through an online research company. Covariance structure analysis was performed. Influencing factors are environmental awareness, brand, economic feasibility, environmental value, and social media factors. As a result of the analysis, it was found that the more consumers recognize environmental awareness, economic feasibility, and environmental value, the more socially sustainable consumption considering a fair production process tends to increase. In addition, it was found that the more consumers recognize environmental values, brands, and economic feasibility, the more environmentally sustainable consumption behaviors that think about the environment and pay attention to the environment continuously. Through this study, it was confirmed that the more consumers consider the environmental awareness and values ​​perceived by individual consumers, the perceived benefits of eco-friendly products, the economic attributes related to the cost paid, and the differentiated brand image from competitors, the more they can affect sustainable consumption of cosmetics.