친환경 용기를 활용한 뷰티 제품에 대한 회피요인 분석: MZ세대 소비자의 구매와 사용 경험을 중심으로

This study is designed to identify factors that hinder purchase of beauty products using eco-friendly containers such as solid products or refillable products. These identified factors were structured based on approach-avoidance motivation theory. In order to achieve this research purpose, the opinions of 40 female college students were collected with a semi-structured questionnaire, and data were analyzed using grounded theory as a research method. The main research results are as follows. First, the phenomenon was that although consumers agreed on the environmental value of beauty products using eco-friendly containers, they did not purchase or use them. Second, the causal conditions were found to be the weaknesses of eco-friendly containers. Third, the intervening condition, which strengthens the negative effect of the causal condition, was consumers' psychological distance, distrust, and skepticism. Fourth, the contextual condition was the lack of physical conditions to purchase the product. Fifth, the action/interaction, which was response to the above-mentioned conditions, resulted in the negative perception about product attractiveness, purchase and use. This response resulted in passively maintaining the current consumption pattern, rather than choosing products in eco-friendly containers.