MZ세대의 환경가치관이 비건화장품 선호도와 구매행동에 미치는 영향

Effect of Environmental Values of the MZ Generation on Preference of Vegan Beauty Products and Purchase Behavior

The purpose of this study was to study the effect of MZ generation's environmental values on purchasing behavior according to their preference for vegan beauty products. The subjects of the study were 212 people from the MZ generation (born between 1980 and 2004) living in Seoul and Gyeonggi-do. Statistical analysis was performed using SPSS V.25.0 for data analysis, and detailed research results are as follows. First, as a result of examining whether environmental values have a positive (+) effect on vegan cosmetics preference and satisfaction, preference had a statistically significant positive (+) effect on ethical consumption, environmental values, and social values, which are sub-factors of independent variables. Satisfaction had a significant positive (+) effect only on environmental and social values. Second, as a result of examining whether environmental values have a positive (+) effect on purchase behavior and purchase influence of vegan beauty products, environmental values and social values, which are sub-factors of independent variables, had positive (+) effects on purchase behavior and purchase influence. Third, as a result of examining whether the preference for vegan beauty products has a positive (+) effect on purchase behavior, ethical consumption and satisfaction, which are sub-factors of independent variables, had positive (+) effects on purchase behavior. Therefore, this study confirmed that the higher the environmental values of the MZ generation, the higher the preference and purchase behavior for vegan beauty products.