The Effect of Recycle Recognition of Cosmetic Container through Social Image on the patronage of Refill Cosmetic: Focusing on female consumers

Abstract

The world is paying attention to the problem of protecting and preserving the environment for future generations of mankind. Due to the influence of k-beauty, the domestic beauty industry is leading the era of globalization, and ultra-personalized mobile shopping has allowed cosmetics to be purchased regardless of time and place. However, research in various fields related to the recycling of empty containers after product consumption is being actively conducted, but research on the recycling of cosmetics containers is insufficient. Therefore, this study recognizes the seriousness of the problem of empty cosmetics containers being discarded as general waste, reminds consumers of the importance of refill cosmetics according to their social image, and uses them as basic data for beauty brand companies' marketing direction for the patronage of refill cosmetics. For the empirical analysis of the study, a questionnaire of 343 women in Seoul and Gyeonggi Province was used as the final data. The collected data was analyzed using SPSS 26.0 for descriptive statistics. As a result of the analysis, the reliability of the social image was .930, the recycling perception was .791, and the patronage was .786, all of which were extracted in a single dimension. In conclusion, it was found that the perception of recycling cosmetics containers and the patronage of refill cosmetics had a positive (+) effect on both social images as a partial medium. This study is insufficient to generalize the results only for female consumers, and we look forward to nationwide public relations and participatory practical influential studies for various groups in the future.