Earticle

초록

영어

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.

목차

Abstract
Ⅰ. 서론
Ⅱ. 선행연구 검토
Ⅲ. 연구가설 설정
Ⅳ. 연구방법
Ⅴ. 분석결과
Ⅴ. 결론
참고문헌

키워드

저자

• 무흘리사헌 [ Khusniddinova Mukhlisakhon | 아르고마린토탈 R&D 센터 연구원 ] 제1저자
• 백화목 [ Hwa-mok Baek | 국립순천대학교 무역학전공 석사과정 ] 공동저자
• 이재은 [ Jae-Eun Lee | 국립순천대학교 무역학전공 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역통상학회지 [Journal of Korea Research Association of International Commerce]

• 간기

  격월간

• pISSN

  1738-4354

• 수록기간

  2001~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380