로하스(LOHAS) 인지도와 의식을 통한 친환경 화장품 구매행태에 관한 연구
- Alternative Title
- Study on purchasing behavior though LOHAS awareness and Eco-friendly cosmetics conscious
- Abstract
- 산업혁명 이후 현대인들은 급속도로 이루어진 경제성장과 함께 윤택하고
안정적인 삶을 누리게 되었지만 환경 문제를 초래하여 세계적인 지구 온난
화, 이상기후변화 등의 자연재해는 인간의 생존마저 위협 하고 있으며, 지구
의 미래는 불확실해졌다. 이러한 환경문제는 단순히 국가적인 차원이 아닌
전 세계적인 이슈로 떠올랐으며, 각 정부를 비롯한 기업, 소비자들은 환경
문제에 조금씩 관심을 가지게 되었고 책임의식 또한 강조 되었다. 정부의
환경 규제는 점차 강화되고 소비자들은 친환경적인 상품을 원하고 기업들은
이에 맞춰 환경 경영을 비롯한 지속가능한 경영, 친환경 마케팅을 펼치고
있다.
이러한 변화가 화장품 산업으로 이어지면서 화장품은 과거와 다르게 변화
되고 있다. 또한 브랜드의 이미지 변화뿐만 아니라 친환경 제품으로 화장품
시장을 빠르게 점유하고 있다. 천연ᐧ유기농 원료를 사용하며, 포장용기는 재
활용이 가능한 용기를 사용하고, 과대포장을 하지 않음으로서 환경보호와
관련된 마케팅을 펼치고 있다. 따라서 본 연구는 소비자들의 로하스
(LOHAS) 인지도와 의식수준에 대하여 알아보고, 친환경 화장품의 인식과
만족도에 대해 조사하였다.
- Issued Date
- 2012
- Awarded Date
- 2012-08
- Type
- Dissertation
- Alternative Author(s)
- Heo, Cho yeong
- Affiliation
- 성신여자대학교 생애복지대학원
- Department
- 생애복지대학원 피부비만관리학
- Advisor
- 이은혜
- Table Of Contents
- Ⅰ. 서론 ···························································································································· 1
1. 연구의 필요성 ··································································································· 1
2. 연구의 목적 ········································································································· 3
Ⅱ. 이론적 배경 ············································································································· 4
1. 세계 환경 변화 ··································································································· 4
2. 로하스 (LOHAS) ······························································································ 5
1) 로하스 개념 ····································································································· 5
2) 로하스의 시대적 배경 ··················································································· 5
3) 로하스의 범주 ······························································································· 7
4) 로하스의 마케팅 ····························································································· 8
3. 친환경 화장품 ··································································································· 10
1) 친환경 화장품 해외 브랜드의 환경 친화적 활동 ······························· 10
(1) 오리진스(Origins) ··················································································· 11
(2) 아베다(AVEDA) ··················································································· 11
(3) 록시땅 (L’OCCITANE) ·········································································· 1
2) 친환경 화장품 국내 브랜드의 환경 친화적 활동 ································· 13
(1) 아모레퍼시픽 - 이니스프리 ·································································· 13
(2) LG생활건강 - 비욘드 ············································································ 14
Ⅲ. 연구 방법 ··············································································································· 16
1. 조사 대상 및 자료 수집 ················································································· 16
2. 조사 내용 및 방법 ··························································································· 16
3. 자료 처리 및 분석 방법 ················································································· 17
Ⅳ. 연구 결과 ··············································································································· 18
1. 조사 대상자들의 일반적 특성 ······································································· 18
2. 조사 대상자들의 로하스 인지도 ··································································· 20
1) 로하스 용어 인지 및 실천도 ····································································· 20
2) 로하스의 의미 ······························································································· 21
3. 조사 대상자들의 로하스 의식 ······································································· 22
4. 조사 대상자들의 친환경 화장품 의식 ························································· 26
5. 조사 대상자들의 친환경 화장품의 구매 ··················································· 30
1) 친환경 화장품의 구매 행동 ······································································· 30
2) 친환경 화장품의 구매 행태 ······································································· 31
3) 친환경 화장품의 해외·국내 브랜드 선호도 ·········································· 33
4) 친환경 화장품의 신뢰도 ············································································· 35
5) 친환경 화장품의 효과 및 개선점 ····························································· 37
6) 친환경 화장품의 구매 속성 ······································································· 39
6. 조사 대상자들의 친환경 화장품의 구매 후 만족도 ································· 41
Ⅴ. 고찰 ·························································································································· 43
Ⅵ. 결론 및 요약 ······································································································· 47
참 고 문 헌
ABSTRACT
부 록
- Degree
- Master
- Publisher
- 성신여자대학교 생애복지대학원
- 파일 목록
-
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로하스(LOHAS) 인지도와 의식을 통한 친환경 화장품 구매행태에 관한 연구.pdf
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