한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제47권6호
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  • Pages.1204-1220
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
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DOI QR Code

친환경 뷰티 소비의 이면 -메이크업의 친환경 성분 표시가 지각된 외모 향상 속성에 미치는 영향-

The Other Side of Green Beauty Consumption -The Effect of Eco-Friendly Claims on Appearance Enhancement Attributes for Makeup-

  • 이현정 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Hyunjeong Rhee (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University) ;
  • Kyu-Hye Lee (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University)
  • 투고 : 2023.10.25
  • 심사 : 2023.11.20
  • 발행 : 2023.12.31
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초록

With the rising importance placed on sustainability for brands, a plethora of research addresses consumer responses concerning eco-friendly products. While positive effects of eco-friendly traits on beauty products have been discussed, this study addresses a wide research gap in the makeup category. Based on the goal-attribute theory and the lay theory of ethicality, detrimental effects of eco-friendly ingredient claims on perceived appearance enhancement attributes (AEA) were examined. A between-subject, single-factor (eco-friendly ingredient claims present vs. absent) web-based experimental design tested the effect of conditions on makeup products that emphasized AEA. Results found a negative effect of eco-friendly ingredient claims on perceived AEA, supporting previous literature regarding the 'green gap'. Evidence showed that perceived AEA fully mediated the effect of eco-friendly claims on purchase intention, which was moderated by AEA preference. Interestingly, findings show that the purchase intention of respondents with a near-average preference for AEA was not moderated. Results contribute to preexisting literature by extending the lay theory of ethicality and product function mismatch to the field of makeup. Managerial implications are discussed, including opportunities for eco-friendly makeup products to appeal to alternative benefits.

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과제정보

이 논문은 '4단계 BK21 사업'에 의하여 지원되었음.

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