The Effect of Environmental Awareness of Consumers of Clean Beauty Cosmetics on Consumption Value

COVID-19 has caused many changes in our daily lives. First, it examines the general characteristics of the study subjects. Second, we examine the factors and reliability of clean beauty cosmetics consumers’ environmental perceptions and consumption value. Third, it examines the difference between environmental perceptions and consumption values of clean beauty cosmetics consumers. Fourth, it examines the correlation between environmental perceptions and consumption values of clean beauty cosmetics consumers. Fifth, we examine the effect of environmental perceptions of clean beauty cosmetics consumers on consumption value. The results of this study are summarized as follows. First, 38.0% of the 20s, 34.3% of the 30s, 27.8% of the 40s, 83.8% of the academic background, 8.3% of the college graduates (including vocational colleges), 8.3% of the graduate school graduates, and 7.9% of the high school graduates. As for the occupation, office/management jobs accounted for the most, followed by 7.9% of professional jobs, 7.4% of other jobs, 6.9% of housewives, and 6.5% of students. Marriage status was 34.7% for “divorce marriage”, 65.3% for “unmarried”, 53.7% for “less than 3 million won”, 13.9% for “less than 300-4 million won”, 11.1% for “less than 1 million won”, 5.6% for “less than 5 million won”, 5.6% for “less than 5 million won”, and 5.1% for “less than 4 million won”. Second, in terms of the difference between the environmental perception and consumption value of clean beauty cosmetics consumers, the average overall environmental perception of clean beauty cosmetics consumers was 3.51, followed by “waste perception” (M=3.78) and “environmental perception” (M=3.37). The average overall consumption value was 3.60, followed by “economic value” (M=3.99), “functional value” (M=3.97), “emotional value” (M=3.62), “social value” (M=3.43), and “passive value” (M=3.07). Third, in the correlation between environmental awareness and consumption value of clean beauty cosmetics consumers, the consumption value of clean beauty cosmetics consumers was positively correlated in the order of environmental awareness garbage (r=.401, p<.001) and environmental awareness (r=.363, p<.001). In detail, functional value, economic value, social value, and emotional value of consumption value were positively correlated with environmental perception, rare value was positively correlated only with environmental perception, and the correlation with garbage was not significant at the significance level of 5%. Fourth, as a result of multiple regression analysis to find out the effect of environmental awareness of clean beauty cosmetics consumers on consumption value, it can be seen that the regression model is explained with 18.2% of the total variation with =0.182. In order to diagnose the multicollinearity between variables, the variable inflation factor (VIF) and tolerance were examined, and in general, if the coefficient of variance expansion is 10 or more or the allowable value is less than 0.1, it is judged that there is a problem of multicollinearity. In this analysis, the VIF values of the variables were all 10 or less, and the allowable value was greater than 0.1, so the multicollinearity problem did not occur. As a result of the analysis of variance for the model, the estimated model was found to be significant (F=23.762, p<.001), environmental awareness was found to have a significant influence on the consumption value in the order of environmental awareness garbage (=.286, p<.001), and environmental awareness (=.187, p<.05). Therefore, it can be seen that the higher the environmental awareness garbage or environmental awareness, the higher the consumption value.