MZ세대의 환경가치관이 비건화장품 선호도와 구매행동에 미치는 영향

• 영문명: Effect of Environmental Values of the MZ Generation on Preference of Vegan Beauty Products and Purchase Behavior
• 발행기관: 한국인체미용예술학회
• 저자명: 정고은 홍수남
• 간행물 정보: 『한국인체미용예술학회지』제24권 제4호, 97~116쪽, 전체 20쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2023.12.20

영문 초록

The purpose of this study was to study the effect of MZ generation's environmental values on purchasing behavior according to their preference for vegan beauty products. The subjects of the study were 212 people from the MZ generation (born between 1980 and 2004) living in Seoul and Gyeonggi-do. Statistical analysis was performed using SPSS V.25.0 for data analysis, and detailed research results are as follows. First, as a result of examining whether environmental values have a positive (+) effect on vegan cosmetics preference and satisfaction, preference had a statistically significant positive (+) effect on ethical consumption, environmental values, and social values, which are sub-factors of independent variables. Satisfaction had a significant positive (+) effect only on environmental and social values. Second, as a result of examining whether environmental values have a positive (+) effect on purchase behavior and purchase influence of vegan beauty products, environmental values and social values, which are sub-factors of independent variables, had positive (+) effects on purchase behavior and purchase influence. Third, as a result of examining whether the preference for vegan beauty products has a positive (+) effect on purchase behavior, ethical consumption and satisfaction, which are sub-factors of independent variables, had positive (+) effects on purchase behavior. Therefore, this study confirmed that the higher the environmental values of the MZ generation, the higher the preference and purchase behavior for vegan beauty products.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

환경가치관 MZ세대 선호도 구매행동 비건화장품 Environmental Values MZ generation Preference Purchase Behavior Vegan Beauty Products