성인여성의 환경의식이 비건화장품 소비가치와 비건화장품 구매의도에 미치는 영향 = A Study on the Influence of Adult Women’s Environmental Consciousness on the Consumption Value and Purchase Intention of Vegan Cosmetics

다국어 초록 (Multilingual Abstract)

With the acceleration of environmental pollution, public interest in environmental issues has increased. The MZ generation, which values ethical and sustainable consumption, has shown growing attention to veganism in line with the eco-friendly trend. Therefore, this study aims to analyze the effect of environmental consciousness on vegan cosmetics consumption value and purchase intention among adult women. A survey method was employed, and questionnaires were distributed consisting of items on environmental consciousness, vegan cosmetics consumption value, purchase intention, and demographic characteristics. A total of 442 valid responses were analyzed using SPSS 29.0. Frequency, percentage, mean, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and mediation effect analysis were conducted. The results revealed that environmental knowledge had a significant effect on the consumption value of vegan cosmetics, and environmental consciousness significantly influenced purchase intention. In addition, the consumption value of vegan cosmetics had a significant effect on purchase intention. The consumption value of vegan cosmetics was found to mediate the relationship between environmental knowledge and purchase intention. Furthermore, while the trend and conspicuous values of vegan cosmetics mediated the relationship between environmental concern and purchase intention, the functional value did not. These findings indicate that individuals who possess environmental knowledge and actively engage in eco-friendly practices are more likely to purchase vegan cosmetics. Therefore, consumers with higher values related to veganism and environmental consciousnes tend to prefer vegan cosmetics over general cosmetics. This study is expected to provide basic data for the development of vegan cosmetics and the establishment of marketing strategies to promote sustainable consumption culture.