The Relationship Of Consumer Value Orientation,Perceived Value,and Eco-friendly Cosmetics Purchase Intention Among South Korean Women

Recently,with the increasing interest in the environment by consumers,the cosmetics industry is also launching environmentally friendly cosmetics.Considering these cosmetic market changes,the purpose of this study is to verify the indirect effect(the mediating effect)of perceived value on the influence of consumer value orientation & lifestyle on purchase intention of eco-friendly cosmetics among South Korean women.That is,this study subdivides the consumer value orientation & lifestyle of South Korean female consumers into seven characteristics and analyzes how these consumer value orientation &lifestyle affects the purchase intention of eco-friendly cosmetics through perceived efficient value and perceived socio-ethical value,which are subvariables of perceived value.Specifically,consumer value orientation & lifestyle are divided into seven factors: fashion and trends oriented,social-oriented,environment consciousness,reality satisfaction,self-faithfulness,materialism,and health-seeking.And the relationship of these consumer value orientations & lifestyle,perceived value,and eco-friendly cosmetics purchase intention was presented as a research model.In addition,the seven hypotheses were formulated in detail to examine the direct and indirect effects among the variables.Data were collected by a survey among South Korean women with a relatively high frequency of using and purchasing cosmetics.The total number of respondents used in the analysis was 200.The empirical results can be summarized as follows.First,consumer value orientation & lifestyle characteristics of fashion and trends-oriented,environment consciousness,reality satisfaction,and healthseeking were found to have a direct influence on perceived efficient value.In other words,consumers who follow fashion and trends,who are aware of the environment,who are satisfied with their present situation,who are seeking health,prefer cosmetic products that are directly efficient to them.Second,the consumer value orientation & lifestyle characteristics of environment consciousness,materialism have a direct effect on perceived socioethical value.That is,consumers who are environmentally conscious and who are seeking for material prefer to buy cosmetic products based on the value of thinking and acting for others.Third,the consumer value orientation & lifestyle characteristics of healthseeking,reality satisfaction,and environment consciousness have an indirect effect on the purchase intention of eco-friendly cosmetics through perceived efficient value.It shows that consumers who are seeking health,satisfied with their present situation,and who are aware of the environment tend to buy efficient products directly to themselves when they buy cosmetic products,thereby increasing their purchase intention of eco-friendly cosmetics.This finding contributed to the test of the hypothesis of the indirect effect(the mediating effect)of perceived efficient value.Fourth,the consumer value orientations & lifestyle of materialism,reality satisfaction,and environment consciousness have an indirect effect on the purchase intention of eco-friendly cosmetics through perceived socio-ethical value.It means that consumers who are seeking for material,who are satisfied with their present situation,and who are environmentally conscious,are more likely to think about others and buy eco-friendly cosmetics,even though the products are not directly connected to themselves.Consequentially,this finding contributed to the test of the hypothesis of the indirect effect(the mediating effect)of perceived socio-ethical value.Fifth,it was found that the environment consciousness,perceived efficient value,and perceived socio-ethical value have a significant effect on eco-friendly cosmetics purchase intention.