環境意識對綠色化妝品購買意願的影響-以知覺利益與知覺風險為中介變數

隨著全球環境意識的顯著提升，越來越多消費者在購買產品時將環保屬性視為重要考量因素，綠色化妝品因其天然、安全和環保等屬性，逐漸在市場中獲得青睞。然而，消費者在選購綠色化妝品時，除了對功效和環境的期望（知覺利益）外，亦可能存在對產品性能和價格的顧慮（知覺風險）。過去關於綠色化妝品的研究中，主要針對消費者的知覺價值和環境意識二者之一與消費意願進行研究，少有研究其三者之關係。且綠色化妝品市場目前在屬於新興賽道，因此，過往研究更多探討消費者的購買態度，鮮少以消費者的知覺利益與知覺風險進行研究。本研究通過問卷調查，針對購買過化妝品的消費者進行數據收集，並通過回歸分析驗證各變數間的關係。結果顯示，環境意識、知覺利益對購買意願有顯著正向影響，且知覺利益在環境意識與購買意願之間起到中介作用；知覺風險對購買意願有顯著負向影響，且在環境意識與購買意願起到中介作用；環境意識越高，消費者越傾向於購買綠色化妝品，並且知覺利益對購買意願有正向影響，知覺風險則有負向影響。本研究建議消費者多瞭解購買綠色產品的益處，自發減少對環境有害的行爲；倡導企業品牌可通過行銷方式宣導綠色化妝品的優勢，加強環境教育，提升消費者環境意識，並通過強調化妝品的天然成分和環保優勢來提高消費者的知覺利益，降低其知覺風險。

關鍵字

環境意識；知覺利益；知覺風險；購買意願；綠色化妝品

並列摘要

With the significant rise in global environmental consciousness, more consumers consider environmental attributes as important factors when purchasing products. Green cosmetics, due to their natural, safe, and environmentally friendly properties, are increasingly favored in the market. However, when selecting green cosmetics, consumers may have concerns about product performance and price (perceived risk), in addition to their expectations regarding efficacy and environmental benefits (perceived benefits). Previous studies on green cosmetics primarily focused on either consumers' perceived value or environmental consciousness in relation to purchase intention, with few examining the relationship among all three factors. Additionally, as the green cosmetics market is still emerging, past research has more frequently explored consumer purchasing attitudes, with few studies focusing on perceived benefits and perceived risks. This study collected data from consumers who have purchased cosmetics through a questionnaire survey and used regression analysis to verify the relationships among the variables. The results indicate that environmental consciousness and perceived benefits have a significant positive impact on purchase intention, with perceived benefits mediating the relationship between environmental consciousness and purchase intention. Perceived risk has a significant negative impact on purchase intention and mediates the relationship between environmental consciousness and purchase intention. The higher the environmental consciousness, the more likely consumers are to purchase green cosmetics. Perceived benefits positively affect purchase intention, while perceived risks negatively affect it. This study suggests that consumers should increase their understanding of the benefits of purchasing green products and proactively reduce environmentally harmful behaviors. It advocates for companies to promote the advantages of green cosmetics through marketing strategies, enhance environmental education, and boost consumers' environmental consciousness by emphasizing the natural ingredients and environmental benefits of cosmetics.