그린워싱 인식에 따른 친환경 화장품 구매성향과 브랜드 충성도에 관한 연구: 브랜드 진정성의 매개효과 = A Study on Purchasing Tendency and Brand loyalty of Eco-Friendly Cosmetics According to GreenWashing Awareness: Mediating effect of Brand authenticity

다국어 초록 (Multilingual Abstract)

This study attempted to investigate the mediating effects of brand authenticity in the influence of Purchasing tendency on brand loyalty by greenwashing in eco-friendly cosmetics with a goal of making a contribution to the growth and development of eco-friendly cosmetics industry. This study attempted to investigate the mediating effects of brand authenticity in the influence of Purchasing tendency on brand loyalty by greenwashing in eco-friendly cosmetics with a goal of making a contribution to the growth and development of eco-friendly cosmetics industry. As for the research method, a survey was conducted on women in their 20s and 40s using eco-friendly cosmetics, and the final 836 copies of data were analyzed with the SPSS WIN 20.0 statistical program.
The results found the followings: awareness of greenwashing had an influence on purchasing tendency, brand authenticity and brand loyalty. purchasing tendency revealed an influence on brand authenticity and brand loyalty. And brand authenticity influenced brand loyalty, brand authenticity showed a mediating effect in relationships between purchasing tendency and brand loyalty. Therefore, we hope that it will help consumers make a rational buying decision and develop the eco-friendly cosmetics industry.

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