• The Journal of the Korea Contents Association
• /
• v.21 no.2
• /
• pp.562-571
• /
• 2021

This study has verified the consumer effectiveness market influence and relationship with cosmetic purchasing behavior through a covariance model. A female consumer in her 20s or older who had purchased eco cosmetics within the last six months and 300 copies were used for final analysis through panels of online professional research institutes from May 17 to May 30, 2020. As a result of the analysis, functional value, social value, and green consumption value were derived from the consumption value of eco cosmetics. Social value and green consumption value have been shown to have significant impact on consumer effectiveness and market influence but functional value relationships have not been identified. In addition, consumer effectiveness and market influence were found to promote eco cosmetics purchase behavior. Through this study we have identified the importance of perceived environmental issues (consumer effectiveness and market influence) in purchasing eco cosmetics and hope that they will be used as useful data for developing eco products and establishing marketing strategies based on understanding of consumers.