The Influence of Consumption Values on Purchase Intention toward Korean Vegan Cosmetics: Evidence from Muslim Consumers in Uzbekistan

This study examines how consumption values influence purchase intentions for Korean vegan cosmetics among consumers in Uzbekistan, where 88% of the population practices Islam. Drawing on Sheth et al.’s (1991) consumption value theory, we investigate the effects of functional, social, and ethical values on purchase intention. Data were collected from 100 consumers in Uzbekistan through an online survey conducted from October 2023 to April 2024.<br/> Multiple regression analysis reveals that functional consumption value (β=.281, p<0.01) and social consumption value (β=.240, p<0.05) significantly and positively influence purchase intention, while ethical consumption value shows no significant effect. These findings suggest that Uzbekistan consumers prioritize product quality, efficacy, and social image over ethical considerations when purchasing vegan cosmetics.<br/> This study extends consumption value research to Muslim cultural contexts and demonstrates that ethical consumption values operate differently across cultures. The findings provide practical insights for K-beauty companies entering Islamic markets, suggesting that marketing strategies should emphasize functional excellence and social value rather than ethical attributes alone. This research contributes to understanding consumer behavior in emerging Muslim markets and offers strategic guidance for global beauty brands.