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Kor J Aesthet Cosmetol 2012;10(1): 135-145. |
| 소비행동유형에 따른 유기농화장품 구매행동 비교 |
| 송영주, 안홍석 |
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| Comparative Analysis Purchasing Behavior of Organic Cosmetics According to the Consumer’s Behavior Types |
| Young Ju Song, Hong Seok Ahn |
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| ABSTRACT |
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Contemporary consumers tend to consider internal values more important than external ones. The change from
materialistic consumption to environmentally-friendly consumption shows change in the way of consumption in
consumers. This study aims to identify types of well-being consumption behavior and compare them through
purchase of organic cosmetics. The purpose of this study is to understand consumption behavior types of wellbeing
consumers, their awareness of well-being, and the relation between the types and behavior of organic
cosmetics as well as to learn about the direction the well-being should follow in the future. Total 500 copies of
questionnaires were distributed and 479 were collected; finally, total 463 copies, excluding 16 copies that were
unreliable, were used for the final analysis based on the statistics using SPSS v. 14.0. Based on these materials,
types of consumers were divided into plan-emphasizing type, health-seeking type, environment-seeking type
and trend-following type and each buying behavior was examined. Based on the result of this survey, the
study result revealed that there was difference in the characteristics of consumers according to their type of
consumption behaviors and confirmed that there was difference in purchasing behavior of organic cosmetics
according to each type. |
| Key words:
Consumption behavior, Well-being, Organic cosmetics, Purchasing behavior |
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