This study examines the effect of cosmetic certification marks on consumer behavior. The underlying objectives of this study are threefold. First, it explores whether the certification mark inserted into the cosmetic package—such as marks denoting quality assurances, ethical practices (specifically, pertaining to animal testing), and recycling packaging—affects consumer responses. Second, it investigates whether a higher number of certification marks leads to heightened positive consumer responses. Third, it analyzes the potential moderating effect of consumers’ certification mark knowledge on the relationship between certification marks and consumer responses. In the pretest, certification marks with higher recognition were selected as stimuli, and a survey involving a total of 550 male and female consumers was conducted. The collected data were analyzed through ANOVA and post-hoc tests. The findings of this study confirm a significant difference in consumer responses to products based on the certification marks inserted in the cosmetic packaging. Compared to clusters without a certification mark, groups with two or more certifications (recycling certification + ethics certification, recycling certification + quality certification, recycling certification + ethics certification + quality certification) exhibit significant consumer responses. Second, more certification marks did not result in an increase in positive consumer responses. Third, a moderating effect of consumers’ cosmetic certification knowledge on the certification mark-consumer response relationship was not found. The findings of this study have implications for developing product promotion strategies that leverage cosmetic certification marks as a marketing tool.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings