Next Article in Journal
Antecedents of Sustainable Performance in Manufacturing Organizations: A Structural Equation Modeling Approach
Next Article in Special Issue
An Empirical Study into Consumer Acceptance of Dockless Bikes Sharing System Based on TAM
Previous Article in Journal
Applying the DRCA Risk Template on the Flood-Prone Disaster Prevention Community Due to Climate Change
Previous Article in Special Issue
Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products
Open AccessArticle

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

1
F.S. Korea Industries Inc., Seoul 01062, Korea
2
College of Hotel and Tourism Management, Youngsan University, Busan 48015, Korea
3
School of Business, Busan National University, Busan 46241, Korea
4
School of Business, Sejong University, Seoul 05000, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 892; https://doi.org/10.3390/su13020892
Received: 12 December 2020 / Revised: 12 January 2021 / Accepted: 14 January 2021 / Published: 17 January 2021
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. View Full-Text
Keywords: SGCC; emotional commitment; behavioral commitment; loyalty; purchase experience SGCC; emotional commitment; behavioral commitment; loyalty; purchase experience
Show Figures

Figure 1

MDPI and ACS Style

Hwang, J.K.; Kim, E.-J.; Lee, S.-M.; Lee, Y.-K. Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands. Sustainability 2021, 13, 892. https://doi.org/10.3390/su13020892

AMA Style

Hwang JK, Kim E-J, Lee S-M, Lee Y-K. Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands. Sustainability. 2021; 13(2):892. https://doi.org/10.3390/su13020892

Chicago/Turabian Style

Hwang, Jae K.; Kim, Eun-Jung; Lee, Sae-Mi; Lee, Yong-Ki. 2021. "Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands" Sustainability 13, no. 2: 892. https://doi.org/10.3390/su13020892

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop