Effect of Consumer Perception on Formation of Cosmetic Brand Attitudes in Environmental, Social, and Governance Management
Divison of Beauty Arts Care, Department of Beauty Arts Care, Graduate School, Dongguk University, Seoul, Korea, Department of Beauty Management, Myongji College, Seoul, Korea.
Ki Han Kwon
PhD., Professor, Divison of Beauty Arts Care, Department of Beauty Arts Care, Graduate School, Dongguk University, Seoul, Korea, College of General Education, Kookmin University, 77 Jeongneung-ro, Seongbuk-gu, Seoul 02707, Korea.
Abstract
ESG (Environmental, Social, and Governance) management is increasingly becoming a pivotal strategy for companies across various sectors, including the cosmetics industry. This study distributed a questionnaire to 300 participants residing in South Korea to gather data, employing statistical techniques such as frequency analysis, factor analysis, reliability analysis, and regression analysis. The findings revealed that consumer perceptions of ESG management activities by cosmetics brands significantly and positively influenced the formation of brand attitudes. Notably, the social and governance aspects of ESG management exerted the strongest impact. The study indicates that the ESG management practices of cosmetics brands enhance consumers' attitudes towards the brand, with this effect being consistent regardless of the consumers' engagement with cosmetics. Based on these results, it is recommended that contemporary cosmetics brands allocate additional resources to social and governance-related ESG activities.