실크 화장품에 대한 중국 소비자 반응: 경남 진주 업사이클링 기반 브랜드를 중심으로

초록

In the global beauty market, interest in values of eco-friendliness and sustainability is growing. Particularly in the Jinju region of South Gyeongsang Province, cosmetics utilizing silk—a traditional material—are demonstrating new potential as upcycled products. This study aims to examine which message appeal of silk cosmetics elicits the most favorable responses from Chinese consumers. Specifically, it compares whether Chinese consumer reactions differ based on which appeal is emphasized in advertising messages, such as natural and upcycled attributes, functional attributes, and premium image. Results of the ANOVA indicated that, first, Chinese consumers demonstrated overall favorable responses to advertising messages emphasizing natural and upcycled attributes toward silk cosmetics in terms of silk attitude, perceived fit between silk and silk cosmetics, attitude toward the advertisement, and responses to the silk image. Second, no significant differences were observed among the three attributes regarding purchase intention and willingness to pay. This study proposes a global positioning strategy for a Jinju-based silk cosmetics brand and provides academic implications for brand extension.

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