Abstract
The purpose of this research is consumer group classification according to the level of environmental awareness, the clarification of emotional preferences in terms of image, tone, and material, and purchase behavior of eco-friendly cosmetics. An online survey was completed by a total of 311 women in their 20’s–50’s residing in Seoul and the Seoul Metropolitan Area. Cluster Analysis resulted in three groups: (1) Active eco-friendly consumers with high environmental awareness, knowledge, and attitude; (2) Eco-friendly conscious consumers with high awareness but low knowledge and attitude; (3) Passive eco-friendly consumers with low awareness, knowledge, and attitude. One-way ANOVA results presented that active eco-friendly consumers’ motivation to purchase eco-friendly cosmetics is meaningfully correlated with environmental friendliness and skin safety. All three groups displayed similarity regarding preferred emotional image and color for eco-friendly cosmetics. Based on the survey, eco-friendly cosmetics package designs were developed to target consumers with high eco-friendly awareness using Centella Asiatica Extract, which is known for its highly effective anti-aging properties.
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