The Effect of Conscious Cosmetics Selection Attributes of Generation Z on Perceived Value and Eco-friendly Consumption Efficacy

Abstract

The purpose of this research is to point out that problems such as abnormal weather and global warming are caused by environmental pollution caused by human activities due to recent changes in ecosystems and environments around the world. In this study, we studied the impact of Gen Z consumers' conscious cosmetic selection attributes on perceived value and eco-friendly consumption efficiency. This survey was conducted by a group of 297 conscious cosmetics consumers as part of the post-purchase experience from March 2-31, 2023. Gen Z conscious cosmetic choice attributes had a statistically significant effect on perceived value, and Gen Z conscious cosmetic choice attributes had a significant effect on eco-friendly consumption efficiency. In conclusion, this study is meaningful in analyzing the perceived value of consumer choice attributes of conscious cosmetics and the eco-friendly consumption effect, focusing on Generation Z, which companies are paying attention to. Combined with the above, the purpose of this study is to provide a basis for establishing marketing and advertising strategies for the conscious cosmetics industry market.