A Study on the Regulation of Clean Beauty Cosmetic Related Recognition and Consumer Responsibility Related Perception in the Relationship between Generation MZ's Environmental Awareness and Clean Beauty Cosmetic Repurchase Behavior

A Study on the Regulation of Clean Beauty Cosmetic Related Recognition and Consumer Responsibility Related Perception in the Relationship between Generation MZ's Environmental Awareness and Clean Beauty Cosmetic Repurchase Behavior

Purpose: The purpose of this study was to examine and understand the structural relationship between envi-ronmental awareness level, clean beauty cosmetics awareness, and repurchase behavior among Generation MZ, and investigate the regulating effect of consumer responsibility perception. Recently, as the consumers' interest in environmental protection has grown, it was intended to help the development of new products of clean beauty and the development of the cosmetics market, which is emerging as a new trend, thereby providing the basic data to consumers and fans of future marketing strategies. Method: For the subject of this study, it was intended to use the SPSS 25.0, AMOS 22.0 program for 523 copies of online questionnaires in Seoul, Gyeonggi, Incheon areas and non-metropolitan area to verify the research question for Generation MZ who have purchased clean beauty cosmetics at least once and analyzed them. The exploratory factor analysis and reliability analysis were performed to secure the validity and reliability of the scale, and the Pearson correlation analysis was performed to confirm the correlation between major variables. The regulating effect analysis was performed through path analysis, and a multi-group comparative path analy-sis was performed to confirm the regulating effect. Results: As a result of the analysis performed, the level of environmental awareness had a positively signifi-cant effect on the perception of clean beauty cosmetics(𝛽=.492, p<.001) and intention to repurchase(𝛽=.086, p<.05), while the clean beauty cosmetic perception also had a positively significant effect on the repurchase be-havior and intention(𝛽=.651, p<.001). That is, the higher the level of environmental awareness, the higher the level of awareness and repurchase behavior for clean beauty cosmetics. In particular, the level of environmental awareness was found to be a factor that can increase the intention to repurchase by raising the level of aware-ness of clean beauty cosmetics. Conclusion: Based on the results of this study, it turned out that the higher the environmental awareness level, the higher the level of awareness of clean beauty cosmetics or the level of repurchase behavior. It is meaningful for identifying the preferences of Generation MZ in the clean beauty cosmetics market, which has been gradually expanding since COVID-19, and presenting products and effective marketing strategies accordingly.