Behavioral Drivers of Korean Functional Cosmetics Adoption: A Multigroup Analysis of South African Consumers

Purpose - This study investigates the behavioral drivers influencing the adoption of Korean functional cosmetics (K-Beauty) among South African consumers, with a particular focus on how psychological motivations and product perceptions shape purchase intention across age groups. Design/Methodology - This study draws on the Behavioral Reasoning Theory to develop a structural equation model incorporating product acceptance and product-country image as mediators. Using partial least squares structural equation modeling and multigroup analysis, survey data from 301 South African respondents were analyzed to compare consumer behavior between younger and older cohorts. Findings - Interest in one’s appearance and consciousness about skin health positively influence product acceptance, in turn shaping perceptions of Korea’s product-country image and driving purchase intention. Multigroup analysis reveals that younger consumers are more influenced by country-of-origin branding, while older one prioritize product efficacy and dermatological trust. Mediation analysis confirms the sequential role of product acceptance and country image in shaping consumer decisions. Originality/value - This research extends the Behavioral Reasoning Theory to the functional cosmetics domain and highlights the mediating roles of product acceptance and country image in emerging markets. It identifies age-based variations in consumer reasoning, offering strategic marketing insights for global beauty brands to effectively target different demographic segments in markets like South Africa.