소비자의 소비가치가 ESG경영 뷰티기업의 브랜드이미지와 화장품 구매의도에 미치는 영향
The Effect of Consumer Consumption Value on the Brand Image and Cosmetics Purchasing Intention of ESG-Managed Beauty Companies
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As environmental pollution becomes an increasingly serious issue worldwide and the global climate crisis continues, consumer interest in continuous environmental protection is increasing. In addition, an increasing number of consumers are anticipating corporate social responsibility and specific actions. The purpose of this study is to determine whether the consumption value of cosmetics consumers can affect the brand image of beauty companies that run ESG management and the purchase intentions of consumers. According to the results of the analysis, eco- friendly consumption value, functional consumption value, ethical consumption value, and social consumption value can affect the brand image of beauty companies that conduct ESG management in the order of value. The results of the analysis also demonstrated that ethical consumption value, functional consumption value, social consumption value, and eco-friendly consumption value influence the intention of purchase of cosmetics for beauty companies that conduct ESG management in that order. However, the findings of this study indicated that the rare consumption value did not affect the brand image and purchase intention. Finally, the results of mediating effect analysis, showed that brand image has an important influence on the consumption value of cosmetics consumers for beauty companies that run ESG management. The results of this study demonstrate the need for awareness and the necessity of ESG management according to changes in consumer value and may be helpful to companies in the effort to survive and show sustainable growth in a rapidly changing business environment.
Abstract
As environmental pollution becomes an increasingly serious issue worldwide and the global climate crisis continues, consumer interest in continuous environmental protection is increasing. In addition, an increasing number of consumers are anticipating corporate social responsibility and specific actions. The purpose of this study is to determine whether the consumption value of cosmetics consumers can affect the brand image of beauty companies that run ESG management and the purchase intentions of consumers. According to the results of the analysis, eco- friendly consumption value, functional consumption value, ethical consumption value, and social consumption value can affect the brand image of beauty companies that conduct ESG management in the order of value. The results of the analysis also demonstrated that ethical consumption value, functional consumption value, social consumption value, and eco-friendly consumption value influence the intention of purchase of cosmetics for beauty companies that conduct ESG management in that order. However, the findings of this study indicated that the rare consumption value did not affect the brand image and purchase intention. Finally, the results of mediating effect analysis, showed that brand image has an important influence on the consumption value of cosmetics consumers for beauty companies that run ESG management. The results of this study demonstrate the need for awareness and the necessity of ESG management according to changes in consumer value and may be helpful to companies in the effort to survive and show sustainable growth in a rapidly changing business environment.
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