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KMID : 1145120200180020149
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Asian Journal of Beauty and Cosmetology
2020 Volume.18 No. 2 p.149 ~ p.161
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Influence of a Cosmetic Company's Eco-Friendly Activities on Consumers' Purchase Intention through the Mediating Effects of Perceived Image
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Oh Yoo-Jin
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Abstract
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Purpose: The purpose of this study is to investigate the impact of a cosmetic company’s eco-friendly activities on purchase intention for cosmetics through the mediating effects of perceived image.
Methods: To accomplish this objective, a literature review and a questionnaire survey were performed. Random sampling was conducted in September 2019 in four cosmetics Seoul and Kyunggi area stores. Out of 400 questionnaires, 308 were analyzed using PASW Statistics by Statistical Package for the Social Sciences (SPSS) 19.0 and AMOS 19.0 software. The frequency, reliability, validity were measured and the root mean square error of approximation, root mean square residual, goodness-of-fit index, normed fit index, Tucker-Lewis index, comparative fit index, and Sobel testing were conducted. The Cronbach’s alpha value was measured at 0.748 and 0.801.
Results: The results of Sobel testing verification for the intermediate path was 3.661 (p<0.05) on basal material affecting customers’ purchase intention for cosmetics mediating the effect of perceived image, 2.983 (p<0.05) for the manufacturing process affecting purchase intention for cosmetics mediating the effect of perceived image, 2.010 (p<0.05) for distribution affecting the purchase intention for cosmetics mediating the effect of perceived image, 0.964 (p<0.001) for packaging affecting purchase intention for cosmetics mediating the effect of perceived image, and 0.825 (p<0.001) for recycling affecting the purchase intention for cosmetics mediating the effect of perceived image.
Conclusion: Cosmetic companies should persist with their ecofriendly activities for forming their perceived image with consumers. It can be helpful to increase their eco-friendly image and to increase customers’ purchasing intention for cosmetics.
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KEYWORD
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Affecting factors, Cosmetics, Eco-friendly activity, Perceived image, Purchase intention
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