影響環保化妝品購買意願相關因素之探討

The Determinants of Purchase Intention on Eco-Friendly Cosmetics

隨著環保潮流不斷高漲，綠色產品、綠色消費、綠色行銷等傳遞環保永續的綠色思維逐被消費者重視，全球消費趨勢走向天然環保，化妝品市場更是如此。環保有機保養品是全球趨勢，整體成長高於一般化妝保養品市場成長。本文探討消費者內在意識的消費價值、產品知識與外在行為之環保承諾等因素是否會影響消費者購買意願，有效回收份數為214份。研究結果顯示，環保承諾、消費價值、產品知識對環保化妝品購買意願具正向顯著影響。

Recently, environment problems are being concerned more and more eagerly by people around the world. Therefore, the issues of green products, green consumption and green marketing have become popular for transmitting the sustainable green thinking. The trend in global consumption towards the natural environmental protection issues, especially in the cosmetics market. The market of organic cosmetics grows faster than those of common cosmetics. A total of 214 valid questionnaires were collected in this study. This paper examines whether or not various factors in internal consciousness (such as consumption value and product knowledge) and in external behavior (such as environmental commitment) will impact consumers purchase intentions for eco-friendly cosmetics. The results indicate that environmental commitment, consumption value, and product knowledge have positive effects on purchase intentions of eco-friendly cosmetics.