그린마케팅에 대한 인식이 2030의 친환경 화장품 구매행태에 미치는 영향

Abstract

Environmental problems have emerged in society and interest in eco-friendly practices has increased. As the cosmetics industry grows, environmental problems caused by packaging materials and chemicals are occurring. Cosmetic ingredients contain chemicals and containers are difficult to recycle, such as plastics and glass. In response to these changes, the cosmetics market is also launching green marketing. Consumers aim to consume by their values and express their beliefs through consumption. As interest in eco-friendly cosmetics increases, consumers choose products from various perspectives such as whether they contain chemical ingredients, quality, and price. For this reason, many companies need to make eco-friendly efforts to reduce waste and plastic in the manufacturing and distribution process to gain consumer trust. Demand for eco-friendly cosmetics is increasing as awareness of eco-friendly cosmetics is increasing through eco-friendly practices by individuals and companies. In order for the eco-friendly cosmetics market to grow, it is necessary for companies to make up for their low accessibility and awareness of eco-friendly cosmetics. This study conducted a survey of adults in their 20s and 30s living in Korea for about four weeks from January 28 to February 27, 2020, using the online form. A total of 207 copies of the questionnaire were collected, of which 201 were used as final analysis materials, excluding six dishonest answers. In this study, we looked at the impact of environmental values and green marketing perceptions on consumers' purchasing patterns of eco-friendly cosmetics from a consumer's point of view. Through this, we will understand environmental values, awareness of green marketing, and influence of eco-friendly cosmetics purchasing form, and present suggestions of green marketing strategies of eco-friendly cosmetics companies.