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This study researched the effects of consumer decision-making types on the consumption value of vegan cosmetics. For this, a survey was conducted targeting the consumers who had purchased vegan cosmetics before. Total 350 questionnaires were used for the final analysis after excluding six from 356 questionnaires. In the analysis method, the SPSS 21.0 Statistics Analysis Program was used for the analysis. To verify the general characteristics of research subjects, the frequency analysis was conducted. In order to verify the validity and reliability of measurement tools, this study conducted the exploratory factor analysis and also calculated the Cronbach’s α coefficient. And the results of this study are as follows. In the effects of consumer decision-making types on the consumption value of vegan cosmetics, when the careful type and adaptive type of subfactors of consumer decision-making types were higher, the subfactors of consumption value such as functional value, economic value, social value, conditional value, epistemic value, and emotional value were greatly influenced. If the vegan cosmetics industry understands consumers’ needs and then draws the value meeting their expectation based on the results of this study, it would be possible to draw the positive results for establishing the differentiated development strategies of vegan cosmetics industry.

The Effect of Consumer Decision Type on the Consumption Value of Vegan Cosmetics