The Effect of Environmental Value of Clean Beauty Cosmetic Consumers on Consumption Efficiency and Consumption Behavior

Abstract

This study verified the effect of clean beauty consumer’s environmental value on consumption efficacy and consumption behavior. From March 20, 2023 to April 10, 2023, A total of 245 copies of valid data were collected from adult women who had purchased and used clean beauty cosmetics proposed by Oliveyoung. The collected data were analyzed using the SPSS 25.0 program. And Frequency analysis, Exploratory factor analysis, Cronbach's α, Correlation analysis, Multiple regression analysis were conducted. The results of the study are as follows. First, The higher the environment conservative value and social altruistic value of clean beauty consumers, and the lower the egoistic value, the higher the consumption efficacy. Second, the higher the environmental conservative value and social altruistic value of clean beauty cosmetics consumers, and the lower the egoistic value, the higher the satisfaction. Third, the higher the environmental conservative value and social altruistic value of clean beauty cosmetics consumers, and the lower the egoistic value, the higher the repurchase intention. This study is expected to have a positive impact on corporate ESG management as well as profit by helping to establish product and marketing strategies for the growth and development of the clean beauty cosmetics market.