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KMID : 1023120120100010135
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Korean Journal of Aesthetic Society
2012 Volume.10 No. 1 p.135 ~ p.145
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Comparative Analysis Purchasing Behavior of Organic Cosmetics According to the Consumer’s Behavior Types
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Song Young-Ju
Ahn Hong-Seok
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Abstract
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Contemporary consumers tend to consider internal values more important than external ones. The change from materialistic consumption to environmentally-friendly consumption shows change in the way of consumption in consumers. This study aims to identify types of well-being consumption behavior and compare them through purchase of organic cosmetics. The purpose of this study is to understand consumption behavior types of wellbeing consumers, their awareness of well-being, and the relation between the types and behavior of organic cosmetics as well as to learn about the direction the well-being should follow in the future. Total 500 copies of questionnaires were distributed and 479 were collected; finally, total 463 copies, excluding 16 copies that were unreliable, were used for the final analysis based on the statistics using SPSS v. 14.0. Based on these materials, types of consumers were divided into plan-emphasizing type, health-seeking type, environment-seeking type and trend-following type and each buying behavior was examined. Based on the result of this survey, the study result revealed that there was difference in the characteristics of consumers according to their type of consumption behaviors and confirmed that there was difference in purchasing behavior of organic cosmetics according to each type.
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KEYWORD
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Consumption behavior, Well-being, Organic cosmetics, Purchasing behavior
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