클린 뷰티 산업에서 소비자 가치 인식과 충성도 간의 관계
The Relationship Between Consumer Value Perception and Loyalty in the Clean Beauty Industry
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초록
This study analyzes consumption mechanisms of clean beauty cosmetics, with a particular emphasis on the moderating effects of psychological barriers and pro-environmental attitudes. A survey of 300 consumers who have experience using clean beauty cosmetics was used to collect data. Data was then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that functional value, epistemic value, and situational value positively influence perceived relative advantage, while emotional value, social value, epistemic value, and situational value play crucial roles in shaping consumer attitudes. Moreover, perceived relative advantage and consumer attitudes both significantly impact consumer loyalty, especially through word-of-mouth intention. Key moderating variables were identified as psychological barrier perception and pro-environmental attitudes. These variables were found to influence the relationship between perceived relative advantage, consumer attitudes, and consumer loyalty.
Abstract
This study analyzes consumption mechanisms of clean beauty cosmetics, with a particular emphasis on the moderating effects of psychological barriers and pro-environmental attitudes. A survey of 300 consumers who have experience using clean beauty cosmetics was used to collect data. Data was then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that functional value, epistemic value, and situational value positively influence perceived relative advantage, while emotional value, social value, epistemic value, and situational value play crucial roles in shaping consumer attitudes. Moreover, perceived relative advantage and consumer attitudes both significantly impact consumer loyalty, especially through word-of-mouth intention. Key moderating variables were identified as psychological barrier perception and pro-environmental attitudes. These variables were found to influence the relationship between perceived relative advantage, consumer attitudes, and consumer loyalty.
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