Abstract
This study aimed to investigate how the framing of environmental messages affects consumer responses and perceptions of risks associated with zero-waste cosmetics. To achieve this goal, a questionnaire survey was conducted among Korean adult women aged 20 to 59 across the country, who had purchased zero-waste cosmetics between April 21 to 24, 2024. Out of 320 questionnaires distributed, 314 were utilized for the final analysis after excluding 6 poorly answered ones. The collected data underwent analysis through methods including frequency analysis, exploratory factor analysis, Cronbach’s alpha, t-tests, correlation analysis, and multiple regression analysis, using SPSS 25.0. The results revealed the following: First, in terms of consumer responses influenced by environmental message framing, there was a tendency for them to be more favorable when exposed to positive framing. Second, concerning risks perceived through environmental message framing, they tended to be higher when presented in negative framing. Third, regarding the influence of consumer responses on perceived risks, heightened intentions to seek additional information and a positive attitude towards advertising were associated with increased perceived risks. These findings are expected to offer valuable insights to the government, consumers, and businesses, facilitating tailored message framing strategies.
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