Abstract
A study was conducted on how men's self-consciousness leads to interest in appearance management and makeup behavior. Personal value for appearance management leads to various behaviors, and consequently, consumption behaviors occur. A study was conducted on the effect of self-consciousness and interest in appearance leading to makeup behavior in MZ males (20s to 40s). Research method: Survey conducted on 334 males, factor analysis using SPSS 18.0, reliability analysis, multiple regression analysis.Self-consciousness was classified into introverted and extroverted self-consciousness, and as a result of examining the effect on self-important appearance interest by factor, all had a positive (+) effect. Positive (+) results were shown in makeup behavior for both the self-esteem and the othercentered appearance interest.Since the higher the self- consciousness, the higher the interest in appearance and the purchasing behavior of cosmetics due to makeup, it can be used as basic data for marketing for advertising and product development for men's cosmetics.
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