ScholarWorks@숙명여자대학교

초록

This study aimed to examine the generational differences in vegan cosmetics usage of the MZ generation recently emerging as the primary target group for such cosmetics and to investigate the effect of Social Networking Services (SNS) marketing on vegan cosmetics purchasing behavior. For this purpose, online and mobile surveys were conducted targeting Generation M, born between 1980 and 1995, and Generation Z, born between 1995 and 2004. The collected data were statistically analyzed using the SPSS WIN 25.0 program. According to the analysis results, both Generations M and Z showed a high response rate to having no experience in using vegan cosmetics, with Generation M displaying more experience than Z. Both generations showed high response rates to having experience in SNS marketing for vegan cosmetics, with Generation Z displaying more experience than M. However, both generations showed high response rates to having no purchasing experience after encountering SNS marketing for vegan cosmetics, with Generation Z displaying a lower purchasing experience than M. This means that effective SNS marketing leading to purchases for all MZ generations is needed. Additionally, reliability and information provision are the factors that positively affect vegan cosmetics purchasing behavior among SNS marketing characteristics. Therefore, marketers should develop content that can be trusted by SNS users encountering SNS marketing for vegan cosmetics and continuously provide vegan cosmetics information to affect vegan cosmetics purchasing behavior positively. Furthermore, more efficient marketing through understanding the MZ generation and targeting SNS marketing tailored to each generation in consideration of their characteristics will be needed.

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