The Influence of Environmental Values on Eco-friendly Cosmetics Consumption Behavior in Generation MZ (or MZers)

This study attempted to investigate environmental values on eco-friendly cosmetics consumption behavior against Generation MZ and analyze environmental value factors with a goal of providing basic data for marketing. For this, an online questionnaire survey was performed against Generation MZ females who bought eco-friendly cosmetics before from March 15 to 20, 2022. A total of 237 copies were used for final analysis, and the results found the followings: First, according to analysis of correlations between environmental values and eco-friendly cosmetics consumption behavior, ‘environmental conservation value’ and ‘socio-altruistic value’ had a positive effect on such consumption behavior with statistical significance. Second, regarding the influence of environmental values on Eco-friendly Cosmetics cosmetics consumption behavior, ‘environmental conservation value’ and ‘socio-altruistic value’ revealed a significant effect. This study analyzed the influence of environmental values on Eco-friendly Cosmetics cosmetics consumption behavior in Generation MZ. The major consumers of Eco-friendly Cosmetics have taken active eco-friendly behavior and environmental preservation seriously. Therefore, it is anticipated that if environmental values are applied to ethical management based on the characteristics of Generation MZ, environmental values, it might be possible for businesses to remain competitive in the as social enterprises.