Abstract
The purpose of this study is to investigate the influence of the MZ generation’s sociocul tural attitudes on beauty care behavior and psychological effectiveness. 904 survey data for MZ generation women at the center of consumption culture were analyzed using SPSS WI N 20.0. As a result, first, there was a correlation between socio-cultural attitudes, beauty c are behaviors, and psychological utility variables. Second, it was confirmed that the MZ ge neration’s sociocultural attitudes (media influence, appearance influence) affect beauty care behavior (hair, skin, nails, makeup). Third, it was confirmed that beauty care behavior (hai r, skin, nails, makeup) affects psychological utility (self-satisfaction, self-confidence improv ement). Therefore, it was confirmed that the sociocultural attitude of the MZ generation aff ects beauty care behavior and psychological effectiveness, and beauty care behavior affects psychological effectiveness. Based on the results of this study, it is hoped that it will be h elpful as basic data to help establish marketing strategies to respond to the MZ generation, which is a major consumer class, and to develop the beauty industry.
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