인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록·키워드
This study examines how consumption values influence purchase intentions for Korean vegan cosmetics among consumers in Uzbekistan, where 88% of the population practices Islam. Drawing on Sheth et al.’s (1991) consumption value theory, we investigate the effects of functional, social, and ethical values on purchase intention. Data were collected from 100 consumers in Uzbekistan through an online survey conducted from October 2023 to April 2024.
Multiple regression analysis reveals that functional consumption value (β=.281, p<0.01) and social consumption value (β=.240, p<0.05) significantly and positively influence purchase intention, while ethical consumption value shows no significant effect. These findings suggest that Uzbekistan consumers prioritize product quality, efficacy, and social image over ethical considerations when purchasing vegan cosmetics.
This study extends consumption value research to Muslim cultural contexts and demonstrates that ethical consumption values operate differently across cultures. The findings provide practical insights for K-beauty companies entering Islamic markets, suggesting that marketing strategies should emphasize functional excellence and social value rather than ethical attributes alone. This research contributes to understanding consumer behavior in emerging Muslim markets and offers strategic guidance for global beauty brands.
Multiple regression analysis reveals that functional consumption value (β=.281, p<0.01) and social consumption value (β=.240, p<0.05) significantly and positively influence purchase intention, while ethical consumption value shows no significant effect. These findings suggest that Uzbekistan consumers prioritize product quality, efficacy, and social image over ethical considerations when purchasing vegan cosmetics.
This study extends consumption value research to Muslim cultural contexts and demonstrates that ethical consumption values operate differently across cultures. The findings provide practical insights for K-beauty companies entering Islamic markets, suggesting that marketing strategies should emphasize functional excellence and social value rather than ethical attributes alone. This research contributes to understanding consumer behavior in emerging Muslim markets and offers strategic guidance for global beauty brands.
본문·목차
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