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

Jae Kwang Hwang, Eun-Jung Kim, Sae-Mi Lee and Yong-Ki Lee
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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

Sustainability, 2021, vol. 13, issue 2, 1-23

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.

Keywords: SGCC; emotional commitment; behavioral commitment; loyalty; purchase experience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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