Korean Functional Cosmetics in Emerging Markets: What Matters to Younger and Older South African Consumers?

Purpose - This study explores the factors shaping purchase intention for Korean functional cosmetics in South Africa, with a focus on the influence of the Korean Wave, perceptions of Korean country image, functional cosmetics acceptance, and consumer attitudes. The analysis incorporates multigroup comparisons by age and examines selected mediation pathways to provide deeper insights into consumer behavior across generational segments. Design/Methodology/Approach - Data from 301 consumers were analyzed using partial least squares structural equation modeling and multi-group analysis. Findings - Results indicate that Korean country image, functional cosmetics acceptance, and attitudes significantly enhance purchase intention, while the Korean wave exerts an indirect influence through country image and acceptance. Mediation tests confirm that (1) country image mediates the Korean wave-attitude link, (2) country image mediates the Korean wave-acceptance link, and (3) attitude mediates the link between country image and purchase intention. A comparative analysis of the two groups indicates differential effects of the Korean Wave, country image, and acceptance: younger consumers are more responsive to cultural and novelty cues, whereas older consumers are more strongly influenced by perceived country image. Research Implications - The findings advance cultural influence, COO, and innovation acceptance research and offer guidance for Korean beauty brands targeting emerging markets by leveraging cultural appeal, strengthening country image, and tailoring strategies to distinct age groups.