The Influence of Environment-friendly Beauty Consumers’ Lifestyle on Environmental Awareness and Consumption Behavior: Focusing on Generation MZ

In this study, the influence of environment-friendly beauty consumers’ lifestyle on environmental awareness and consumption behavior was examined, and the examination was focused on Generation MZ. An online survey was conducted from July 27th 2023 to August 11th 2023 among 310 Generation-MZ consumers in their 20’s~40’s with environment-friendly beauty purchase experience. Based on the study results, it was confirmed that environment-friendly beauty consumers’ lifestyle had a statistically significant influence on environmental awareness and consumption behavior. Through this study, it was able to confirm that the lifestyle of Generation MZ serving as the main consumers in the current era and expressing their beliefs through consumption had a positive influence on environmental awareness and consumption behavior. Therefore, this study aims to contribute to not only developing environment-friendly beauty products, but also establishing differentiated marketing strategies, through providing baseline data to the environment-friendly beauty industry.