MZ세대 부모의 소비가치가 영유아 비건화장품의 구매결정속성과 구매행동의도에 미치는 영향

The Effects of the MZ Generation’s Consumption Values on Determinant Attributes and Behavioral Intention to Purchase Vegan Cosmetics for Infants and Toddlers

The MZ Generation’s consumption values have continuously changed because of the expansion of vegan cosmetics for infants and toddlers, diverse circumstances and social effects. Under such circumstances, this study attempted to investigate the influence of such consumption values on determinant attributes and behavioral intention to purchase vegan cosmetics for infants and toddlers. For this, a questionnaire survey was performed against the MZ Generation in their 20-30s having a young child (3 years old or younger), who bought certified vegan cosmetics for infants and toddlers recently (6 months or less). A total of 270 questionnaires were distributed from August 3 to 14, 2021, and 267 copies excluding 3 poorly answered ones were collected and used for final analysis. The results found the followings: First, in the MZ Generation’s consumption values, increase in functional and emotional values had a significant influence on determinant attributes to buy vegan cosmetics for infants and toddlers. Second, as functional and emotional values rose, behavioral intention to purchase vegan cosmetics for infants and toddlers became stronger. Third, determinant attributes revealed a significant effect on behavioral intention in buying vegan cosmetics for infants and toddlers. In other words, analysis on such determinant attributes would bring purchasing behavior intention. This study examined determinant attributes to purchase vegan cosmetics for infants and toddlers depending on the MZ Generation’s consumption values and empirically analyzed their influence on purchasing behavior intention. It is anticipated that the study results would be helpful in developing marketing strategies for such vegan cosmetics.