Relationship between Brand Attitude and Loyalty according to Cosmetic Brand’s Environmental Management and Involvement

Purpose: This study aims to comprehend the impact of consumers’ perception of environmental management strategies on their involvement in eco-friendly attitude formation and loyalty to cosmetics brands.Methods: The research hypothesis was confirmed by performing frequency, correlation, and confirmation factor analyses, and the structural equation model, using the statistical processing program SPSS 28.0, on 316 adult men and women who use cosmetics brands.Results: First, it was discovered that environmental management awareness for cosmetics brands had a significant positive influence on forming consumers’ brand attitudes and loyalty (p<0.001). Second, it was observed that consumers’ eco-friendly involvement had a significant positive effect on attitudes toward cosmetic brands and loyalty (p <0.001).Conclusion: This study confirmed that cosmetics brands’ environmental management strategies and consumers’ eco-friendly involvement have a significant impact on each brand’s attitude formation and brand loyalty, implying that marketing strategies for target consumers with high eco-friendly involvement are required.