The Effect of Cosmetics Company’s Social Responsibility Activities on Brand Trust and Purchase Intention of the MZ Generation

This study attempted to examine the effect of cosmetic companies' social responsibility activities on brand trust and purchase intention of the MZ generation, SPSS 26.0 was used for data analysis. Frequency analysis was performed for demographic characteristics, and reliability analysis was performed to measure the internal consistency of the measurement tool. Regression analysis, multiple regression analysis, and t-test were performed as research methods. The resultts are as follows: First, it was found that social responsibility activities of cosmetic companies (non-mandatory responsibility, compulsory responsibility) had an effect on brand trust of the MZ generation, and the relative influence was found to have higher compulsory responsibility. Second, it was found that the social responsibility activities of cosmetic companies had an effect on the purchase intention of the MZ generation, and the relative influence was found to have higher non-mandatory responsibility. Third, it was found that the brand trust of cosmetic companies affects the purchase intention of the MZ generation. Fourth, by age group, the social responsibility activities, brand trust, and purchase intention of cosmetic companies were all higher inamong those in their 20s than those in their 30s. Therefore, in order to increase the brand trust and purchase intention of the MZ generation, it is necessary for cosmeic companies to actively engage in social responsibility activities and to revitalize brand products by targeting people in their 20s with people in their 30s as their main target.