The Other Side of Green Beauty Consumption-The Effect of Eco-Friendly Claims on Appearance Enhancement Attributes for Makeup; [친환경 뷰티 소비의 이면-메이크업의 친환경 성분 표시가 지각된 외모 향상 속성에 미치는 영향]

Abstract

With the rising importance placed on sustainability for brands, a plethora of research addresses consumer re sponses concerning eco-friendly products. While positive effects of eco-friendly traits on beauty products have been discussed, this study addresses a wide research gap in the makeup category. Based on the goal-attribute theory and the lay theory of ethicality, detrimental effects of eco-friendly ingredient claims on perceived ap pearance enhancement attributes (AEA) were examined. A between-subject, single-factor (eco-friendly in gredient claims present vs. absent) web-based experimental design tested the effect of conditions on makeup products that emphasized AEA. Results found a negative effect of eco-friendly ingredient claims on perceived AEA, supporting previous literature regarding the 'green gap'. Evidence showed that perceived AEA fully mediated the effect of eco-friendly claims on purchase intention, which was moderated by AEA preference. Interestingly, findings show that the purchase intention of respondents with a near-average preference for AEA was not moderated. Results contribute to preexisting literature by extending the lay theory of ethicality and product function mismatch to the field of makeup. Managerial implications are discussed, including oppor tunities for eco-friendly makeup products to appeal to alternative benefits.