소비자의 유기농 화장품 인식 및 사용실태, 구매만족도에 관한 연구

Abstract

The tendency of increase in LOHAS and Well-being population leads to an increase in consumers’ demands in organic cosmetics. Accordingly, there have been laws regarding organic cosmetics regulated since the end of 2014 which positively influence organic cosmetics market in Korea. However, although the guideline and cosmetics law have been implemented, consumers are still confused about organic cosmetics. Therefore, this study aimed to offer the basic information to the organic cosmetics market by providing information about consumers’ perception, usage and satisfaction of organic cosmetics. For this study, questionnaires were practiced and insincere answers were eliminated and the rest 439 copies were utilized. First, many adults have heard about organic cosmetics, but many of them were unaware of the definition. 31% of consumers believed organic cosmetics were which contain natural ingredients. Second, as a result of analyzing consumers’ behavior of using organic cosmetics, 43.3% preferred using both international and domestic organic cosmetics. Also, when purchasing organic cosmetics, only 18.5% of adults considered certified organic labeling. Third, as a result of analyzing consumers’ satisfaction on organic cosmetics, 94.9% of consumers have not experienced side effects at all. Also, 32.2% believed it is the most significant to increase reliability of organic cosmetics. In this study, the inquiry into consumer’s perception, usage and satisfaction regarding organic cosmetics was utilized to offer the basic information to the cosmetics market.