메이크업 제품의 선택속성에 따른 소비자 행동의도에 관한 연구: 친환경 브랜드 인지도의 조절효과

This study sought to find out the intention of consumer behavior according to the selected attributes of makeup products and the moderating effect of eco-friendly brand awareness in this influence relationship. Through this, the purpose of the study is to present management-level implications for the qualitative growth of domestic cosmetics brands. The survey period was conducted for 15 days from June 1 to June 15, 2023, and was conducted on 300 adult men and women living in Seoul and Gyeonggi Province. Of the total 300 questionnaire data distributed to them, a total of 284 copies, excluding 16 unfaithful responses, were used as final analysis data. Frequency analysis, factor analysis, reliability analysis, and multi-linear regression analysis were performed on the collected survey response data using SPSS 26.0. The results of the study are as follows. First, among the makeup product selection attributes, design elements and promotional elements had a positive effect on consumer behavioral intentions, and promotional elements had a stronger influence. Second, consumers’ awareness of eco-friendly brand recognition had the effect of controlling the influence of the selection attribute of makeup products on consumer behavioral intention. Through this, this researcher emphasized the need to prepare an effective promotion strategy specialized in makeup products and establish an eco-friendly management strategy, suggesting a direction to lead to the qualitative growth of domestic cosmetics brands.