A Study of the Environmental Awareness and Purchase Behavior of Conscious Beauty Consumers

In this study, we tried to understand the environmental awareness of consumers of concious beauty and to investigate the relationship with purchasing behavior. A total of 200 subjects were surveyed online to measure general characteristics, environmental awareness, and purchasing behavior. Data analysis is performed by SPSS v. US>Utilized the 25.0 program. As a result of frequency analysis, factor analysis, correlation analysis, and multiple regression analysis, the higher the environmental awareness, the higher the purchasing behavior (p<.001). Environmental issues (β=.244, p<0.01), environmental responsibility (β=.197, p<.05), environmental intentions (β=.195, p<.05), and environmental knowledge (β=.159, p<.05) were found to have statistically significant positive (+) effects on satisfaction. A sense of environmental responsibility by sub-factor of environmental awareness (β=.399, p<.001), environmentally friendly action intentions (β=.187, p<.05), and environmental problems (β=.160, p<.05) have statistically significant positive (+) effects on repurchase intentions. Environmentally conscious action intent (β=.258, p<.01), environmental responsibility (β=.207, p<.05), environmental issues (β=.158, p<.05), environmental knowledge (β=.136, p<.05), statistically significant positive (+) influence on this brand loyalty was found to be found to be significant.” These results suggest that the higher the environmental awareness of Conscious Beauty consumers, the higher the purchasing behavior. Subsequent research seems to require research on the consumption value felt by considered beauty consumers in the purchasing process.