Understanding Korean Functional Cosmetics Adoption in South Africa: Insights Into Education‑Level Effects

Anchored in Behavioral Reasoning Theory and the Theory of Planned Behavior, this study examines the psychological drivers of functional cosmetics adoption in an emerging market. Functional cosmetics are skincare products offering therapeutic benefits beyond beautification. These products represent a fast-growing segment of the global beauty industry, led in part by the global rise of K‑Beauty. Using data from 301 South African consumers, the study explores how skin health consciousness, product acceptance, and Korean functional cosmetics attitude influence purchase intention. Structural equation modeling reveals that skin health consciousness positively affects product acceptance, which in turn strengthens attitudes and subsequent purchase intentions. A sequential mediation pathway is confirmed, and multi‑group analysis shows that these relationships are stronger among consumers with lower educational attainment. The study contributes to the literature on value-driven consumer behavior in cosmetics and offers practical guidance for targeting diverse educational segments in emerging markets. By integrating Behavioral Reasoning Theory and the Theory of Planned Behavior, the findings extend theoretical understanding of how values and beliefs jointly shape consumer intention in multicultural contexts. For practitioners, the results highlight the need for education-sensitive strategies that balance scientific validation with culturally resonant messaging.