반려동물 비건 화장품 제품선택속성이 재구매 행동의도에 미치는 영향: 환경의식수준 조절효과

This study aims to analyze the impact of product selection attributes of vegan cosmetics for companion animals on repurchase behavior according to levels of environmental consciousness, and to derive brand-related implications for strengthening consumer perception. To this end, an online survey was conducted with 235 men and women nationwide who had used vegan cosmetics for companion animals at least once, and the collected data were analyzed using SPSS version 26. The results showed that among product selection attributes, brand image, quality, and price had significant effects on repurchase intention, and environmental consciousness also positively influenced repurchase behavior. In addition, the interaction effect between quality and environmental consciousness was found to be significant, while the interaction effect between price and environmental consciousness was negatively significant, indicating that environmental consciousness moderates the effects of quality and price. These findings suggest that efforts to improve the quality of brand image, product quality, and price are necessary in the vegan pet cosmetics market. Furthermore, it highlights the importance of developing cost-effective products that consider the relationship between quality and price, as well as advertising and marketing strategies aimed at enhancing consumers’ environmental consciousness.