클린뷰티 제품에 대한 인식이 구매행동에 미치는 영향 및 만족도

Abstract

The purpose of this study was to provide basic data for clean beauty to form and grow a category in Korea's cosmetic industry by studying the effect of clean beauty products awareness on the purchasing behavior and satisfaction. This study conducted an online survey targeting Korean adult women in their 20s to 50s. The results of the study on ‘The Effect of Clean Beauty Products Awareness on the Purchasing Behavior and Satisfaction’ are as follows. First, the awareness of clean beauty products was found to be above average, and it was analyzed that the ratio of recognizing the difference from general cosmetics was high, and interest in clean beauty products was increased compared to the past. As a global trend, clean beauty has emerged as a keyword, and this trend has also affected Korea, suggesting that domestic female consumers' interest in clean beauty has increased. Second, as for the purchasing behavior of clean beauty products, it was found that the higher the awareness of ingredients and ethical consciousness among the perceptions of clean beauty products, the higher the purchasing behavior was. This is considered to be a result of the fact that the importance of the ingredients of consumers has been continuously increasing, and the interest in ethical awareness has recently been highlighted. Third, as a result of analyzing satisfaction with clean beauty products, it was found to have a higher score than average. In addition, it was found that the higher the perception of clean beauty products, the higher the awareness of ingredients, the awareness of ethics, and the awareness of eco-friendliness, the higher the satisfaction. In conclusion, it is necessary to establish a marketing strategy from the product planning stage in consideration of allergen-inducing ingredients in the ingredient category, the exclusion of animal testing in the ethical awareness category, and carbon emission reduction in the eco-friendly category.