Work

Influence of consumer innovativeness and cosmetic selection attributes on purchase intention of eco-friendly cosmetics

Year: 2023

Type: article

Abstract: Background: Owing to the COVID-19 pandemic, consumers' interest in the environment has increased.This has also led to increased interest in eco-friendly products and cosmetics.To increase consumers' purchase intention of eco-friendly cosmetics, this study explores the influence of consumer innovativeness and cosmetic selection attributes on their purchase intention of eco-friendly cosmetics.Objective: This study aims to provide practical marketing data for eco-friendly cosmetic companies and contribute to increasing consumers' purchase intention.Methods: This study collected data through self-administered surveys and analyzed the collected data using SPSS ver.24.0.Results: Our statistical analysis shows that the functional, hedonic, cognitive, and social innovativeness of consumer innovativeness and the brand, quality, and price of cosmetic selection attributes positively (+) influence purchase intention of eco-friendly cosmetics.Conclusion: Our statistical results show that consumer innovativeness and cosmetic selection attributes positively influence the purchase intention of eco-friendly cosmetics.We expect that targeting consumers who have high consumer innovativeness and favor brand-, quality-, and price-centered marketing can increase consumers' positive purchase intention.

Source: The Journal of Cosmetic Medicine

DOI: 10.25056/jcm.2023.7.1.29

Authors: Su-Jin Park, You-Jeong Kim, Oh-Hyeok Kwon, Jeong-Min Lee

Institutions: Hansung University, Yeoju University

Language: English

Topic: Consumer Perception and Purchasing Behavior

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $330