Background: Owing to the COVID-19 pandemic, consumers’ interest in the environment has increased. This has also led to increased interest in eco-friendly products and cosmetics. To increase consumers’ purchase intention of eco-friendly cosmetics, this study explores the influence of consumer innovativeness and cosmetic selection attributes on their purchase intention of eco-friendly cosmetics.
Objective: This study aims to provide practical marketing data for eco-friendly cosmetic companies and contribute to increasing consumers’ purchase intention.
Methods: This study collected data through self-administered surveys and analyzed the collected data using SPSS ver. 24.0.
Results: Our statistical analysis shows that the functional, hedonic, cognitive, and social innovativeness of consumer innovativeness and the brand, quality, and price of cosmetic selection attributes positively (+) influence purchase intention of eco-friendly cosmetics.
Conclusion: Our statistical results show that consumer innovativeness and cosmetic selection attributes positively influence the purchase intention of eco-friendly cosmetics. We expect that targeting consumers who have high consumer innovativeness and favor brand-, quality-, and price-centered marketing can increase consumers’ positive purchase intention.

Keywords: consumer innovativeness, consumer preference, eco-friendly cosmetics, purchase intention, selection attributes

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