earticle

영어

This study investigates how Green Country Image (GCI) of foreign vegan certificate influence purchasing behavior for vegan cosmetics. Three central questions guided the research: Does a strong GCI of foreign vegan certificate boost vegan cosmetics purchases? Does skepticism towards foreign vegan certificate weaken vegan cosmetics purchases? Does skepticism of vegan certificate weaken the GCI-purchase link? We surveyed 400 female consumers who frequently purchase vegan cosmetics and employed hierarchical regression analysis to empirically examine the study model. Our analysis confirmed that a strong environmental GCI of foreign vegan certificate indeed encouraged vegan cosmetics purchases. However, skepticism towards vegan certification marks counteracted this positive effect, highlighting the need to address consumer skepticism. This paper concludes by analyzing the theoretical underpinnings and practical implications of our research on GCI of foreign vegan certificate and vegan cosmetics.