How the authenticity cues provided on product packaging can influence Vietnamese consumers’ perception of Korean cosmetics

Abstract

The advent of technology has escalated the issue of authenticity, especially with the proliferation of counterfeit products. Moreover, it is widely acknowledged that product packaging significantly influences a product’s overall performance; this impact is particularly pronounced in the cosmetics industry. Consequently, this study aims to investigate whether the information on Korean cosmetics’ packaging effectively communicates their authenticity to Vietnamese consumers and whether it contributes to their understanding of perceived values, product attitudes, and purchase intentions. The principal findings suggest that to enhance consumers’ favourable attitudes and purchase intentions towards Korean cosmetics using indexical signals, managers should prioritise the development and communication of the products’ historical and heritage qualities. Additionally, a heightened desire for existential genuineness, especially among younger consumers, has been noted to strengthen the relationship between perceived emotional value and attitudes towards Korean cosmetics. Therefore, emphasising a deeper emotional connection in the use of Korean cosmetics will not only boost consumers’ interest and willingness to purchase based on iconic cues but will also be effective for both younger consumers and those culturally inclined towards authentic cosmetics.