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Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands

Author

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  • Jae Kwang Hwang

    (F.S. Korea Industries Inc., Seoul 01062, Korea)

  • Eun-Jung Kim

    (College of Hotel and Tourism Management, Youngsan University, Busan 48015, Korea)

  • Sae-Mi Lee

    (School of Business, Busan National University, Busan 46241, Korea)

  • Yong-Ki Lee

    (School of Business, Sejong University, Seoul 05000, Korea)

Abstract

Given that the market is becoming more competitive, it is imperative to understand what influences purchasing decisions of global consumers as consumer trends change regarding botanic cosmetics for anti-aging, maintaining appearance and skin health. This study considers and examines susceptibility to global consumer culture (SGCC) (conformity to consumer trend, social prestige, and quality perception) and its effect on affective commitment, which in turn influences behavioral commitment and loyalty in the context of the botanic cosmetic industry. In addition to examining the structural relationships among the variables, we test whether purchase experience moderates the proposed relationships. The results are as follows. First, conformity to consumer trends has a significant effect on emotional commitment, but is not positively associated with behavioral commitment. Second, social prestige has no significant direct effect on either emotional or behavioral commitment. Third, quality perception has a significant impact on emotional commitment, but no positive impact on behavioral commitment. Fourth, both emotional commitment and behavioral commitment affect brand loyalty, and behavioral commitment in particular has a significant effect on brand loyalty. Finally, through the analysis of the moderating effect on the cosmetic purchasing experience, first, it was confirmed that the less purchasing experience, the stronger the effect of conformity to consumption trend (CCT) on emotional commitment and behavioral commitment.

Suggested Citation

  • Jae Kwang Hwang & Eun-Jung Kim & Sae-Mi Lee & Yong-Ki Lee, 2021. "Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:892-:d:481834
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    2. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.
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    4. Camelia Grădinaru & Daniel-Rareș Obadă & Ioan-Alexandru Grădinaru & Dan-Cristian Dabija, 2022. "Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    5. Roxana-Larisa Cadar & Antonio Amuza & Diana Elena Dumitras & Mihaela Mihai & Cristina Bianca Pocol, 2021. "Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products," Sustainability, MDPI, vol. 13(15), pages 1-16, August.

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