The Effects of Lifestyle on Beauty Purchase Behavior among Consumers in Their 30s and 40s: Focusing on the Mediating Effect of Perceived Consumption Value

Purpose: This study examined the effects of lifestyle on perceived consumption value and beauty purchase behavior among consumers in their 30s and 40s and verified the mediating effect of perceived consumption value.Methods: A total of 219 valid questionnaires were collected from consumers in their 30s and 40s. Data were analyzed using SPSS 25.0 through frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, and mediation analysis.Results: Economic orientation, goal orientation, and appearance orientation had significant positive effects on practical value, while relationship orientation and appearance orientation had significant positive effects on social value. Both practical value and social value positively influenced beauty purchase behavior. In addition, perceived consumption value partially mediated the relationship between lifestyle and beauty purchase behavior.Conclusion: Lifestyle directly and indirectly affects beauty purchase behavior through perceived consumption value. These findings suggest that marketing strategies reflecting consumers’ lifestyle characteristics and enhancing perceived consumption value may effectively promote beauty purchase behavior in the beauty industry.