J Cosmet Med.  2023 Jun;7(1):29-37. 10.25056/JCM.2023.7.1.29.

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

• Park SJ
• Kim YJ
• Kwon OH
• Lee JM

• KMID: 2561174
• DOI: http://doi.org/10.25056/JCM.2023.7.1.29

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.

Keyword

consumer innovativeness; consumer preference; eco-friendly cosmetics; purchase intention; selection attributes