미용소비자의 친환경 인식이 친환경 미용실 선택행동의도에 미치는 영향 = The Effect of Beauty Consumers’ Eco-Friendly Perception on Eco-Friendly Beauty Salon Selection Behavioral Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to predict the intention to purchase eco-friendly beauty salons by examining the effect of beauty consumers’ eco-friendly perception on the intention to select eco-friendly beauty salons. In order to achieve the purpose of the study, an online survey was conducted on beauty consumers, and 375 copies were used for the final analysis. As a result of the analysis, eco-friendly perception was confirmed as an eco-friendly knowledge and factor of interest. As a result of analyzing the difference between eco-friendly perception and eco-friendly beauty salon selection behavior according to general characteristics, eco-friendly perception was high in women, married, and graduate schools. Married and graduate schools showed high selection behavior of eco-friendly beauty salons. In the case of women and married people, the need and will to create an environment for future generations are high, so it is judged to be highly recognized. In addition, academic background is an important factor in eco-friendly awareness, and in the case of graduate schools with high eco-friendly awareness, high eco-friendly beauty salon purchase behavior is predicted in the future. Looking at eco-friendly perception by sub-factors, it was found that both eco-friendly interest and knowledge had a significant effect on the behavioral intention of selecting eco-friendly beauty salons. This study is an early study attempted by introducing the concept of eco-friendly beauty salons in the hair and beauty field, and is theoretical in that it understands the eco-friendly perception of beauty consumers, predicts their intention to purchase eco-friendly beauty salons, and presents basic data. It is also practical and meaningful as basic data for using marketing strategies for eco-friendly beauty salons. However, since it is a study targeting beauty consumers in the metropolitan area, it is difficult to generalize the entire area, and since only the intention to select eco-friendly beauty salons was investigated, specific and practical research should be conducted in future studies. As a result of this study, it is judged that it is necessary to expand educational opportunities for interest and knowledge in order to increase eco-friendly awareness.