A Study on the Typology of Purchase Motivations for Pet Vegan Cosmetics Using Latent Class Analysis : Focusing on Product Choice Attributes and Product Trust

This study aimed to identify latent purchase motivation groups for pet vegan cosmetics and to examine their effects on product trust. A latent class analysis (LCA) was conducted on 235 adult consumers who own pets. The analysis revealed two potential consumer groups: an “environmentally-satisfied” group and a “personally-satisfied” group. Multiple linear regression analysis showed that brand image and quality significantly influenced product trust in the environmentally-satisfied group, whereas brand image, quality, product design, and price all significantly influenced trust in the personally-satisfied group. These findings suggest that consumers of pet vegan cosmetics have diverse purchasing motivations, indicating the need for differentiated marketing strategies. Specifically, strategies emphasizing brand image and quality are likely to be effective for consumers with high environmental awareness, while strategies focusing on product design and price would be more effective for consumers with lower environmental awareness. This study provides valuable insights into the factors influencing consumer purchase motivations and product trust in the pet vegan cosmetics market, offering a useful baseline for future marketing strategy development.