소비자의 환경 의식이 친환경 뷰티 제품 구매 행동에 미치는 영향

This study analyzed the effect of awareness of eco-friendly beauty products and environmental consciousness on purchasing eco-friendly beauty products for general consumers who have purchased and used eco-friendly hair products based on a survey. The survey period was collected through a specialized panel of online research companies from September 15 to October 20, 2024, and 362 copies of data were finally analyzed. As a result of the analysis, the sub-factors of recognition of eco-friendly beauty products were derived from cosmetic ingredients, efficacy, and ethical factors, and the sub-factors of environmental consciousness were derived from environmental interest, environmental knowledge, and consumer effectiveness perception. In the effect of awareness of eco-friendly beauty products on the purchasing behavior of eco-friendly beauty products, the influence was found in the cosmetics ingredients, efficacy, and ethical factors of awareness of eco-friendly beauty products. The influence of environmental consciousness on the purchasing behavior of eco-friendly beauty products was found in the factors of interest in beauty products and perception of consumer effectiveness. These results can be said to have high purchasing decision-making power in favor of eco-friendly products due to environmental awareness and awareness, and it is believed that they can be used for marketing in this field.