클린뷰티 소비자의 경험가치가 인게이지먼트와 구매만족에 미치는 영향

The Effect of Clean Beauty Consumer s Experience Value on Engagement and Purchase Satisfaction

With the increase in consumers’ interest in continuous environmental protection, the use of newly coined words, such as ‘greensumer’, ‘zero-waste’, and ‘humanimal’ has become a trend. In other words, the consumers’ awareness of the environment has increased. Under such social circumstances, clean beauty cosmetics have drawn great attention from consumers. Therefore, this study attempted to investigate the influence of the experimental values of clean beauty cosmetics on engagement and purchase satisfaction. For this, a questionnaire survey was performed against 280 consumers aged 20-40, who used clean beauty-certified cosmetics recently (within 6 months), and the results found the following: First, concerning the effects of the experiential value of clean beauty cosmetics on engagement, functional, social and emotional values were important factors. Second, regarding the influence of the experiential value of clean beauty cosmetics on purchase satisfaction, functional, social, and emotional values revealed a significant effect. This study empirically analyzed the influence of the experiential value of clean beauty on engagement and purchase satisfaction. It is anticipated that the study results would be helpful in developing clean beauty cosmetics marketing strategies.