비건 화장품 소비자의 계획행동모델과 브랜드 이미지 및 구매의도의 관계

Due to severity of environmental pollution caused by industrial waste and the increasing number of families with pets, veganism has become an important social issue. To promote responsibility and awareness of animal rights and environmental protection, more consumers have shown interests in vegan cosmetics in the beauty industry. Therefore, the current study applied the theory of planned behavior to discuss correlation of the factors of vegan cosmetics affecting the brand image and purchase intention, and analyze the correlation of variables from a comprehensive perspective. An online survey was conducted among female consumers in 20s-40s who are interested in vegan cosmetics and a total of 366 valid samples were analyzed using SPSS 24 software. It was found that among the subfactors of planned behavior model of vegan cosmetic consumers, attitude, subjective norms, perceived behavioral control, ethical responsibility, and ego identity displayed statistically significant positive impact on brand image and purchase intention, while brand image showed statistically significant positive impact on purchase intention. The study is expected to provide fundamental resources helpful for strategic brand marketing to promote consumption and competitiveness of vegan cosmetics.