摘要
在全球範圍內，由於綠色化妝品的普及以及對環境問題的日益關注，人們對綠色化妝品的關注度不斷提高。在台灣，企業越來越意識到消費者對有機或可持續化妝品的偏好。這些產品的銷售迅速增長引起了研究人員的注意。綠色化妝品在成分和生產過程中都設計為對自然環境的影響較小，旨在滿足對可持續性和環保有意識的消費者的需求。 本研究通過網路問卷調查，從台灣消費者收集了原始數據，獨家進行了一項研究。研究的主要目標是清楚了解台灣消費者對綠色化妝品的消費習慣。研究旨在調查消費者對綠色化妝品的態度，並確定影響他們購買此類產品意向的因素。 研究發現，成分、價格、品牌聲譽和質量等因素會影響台灣消費者購買化妝品的意向，不同年齡組和收入階層之間存在一些差異。此外，研究還顯示哪些群體更願意為綠色產品支付更高價格，並揭示了對綠色化妝品的一些重要子類的偏好。這些發現可以幫助台灣市場營銷人員通過創意、吸引力、優質和可持續性來有效推廣他們的綠色化妝品，吸引環保意識消費者的關注。
並列摘要
Globally, attention towards green cosmetic products has been on the rise due to the prevalence of these products in combination with a rising awareness of environmental issues. In Taiwan, companies are increasingly aware of customers' preference for organic or otherwise sustainable cosmetics. The accelerated rise in sales such products has drawn the attention of researchers. Green cosmetics products are designed to be less harmful to nature in their ingredients and production processes, and aim to meet the needs of environmentally conscious consumers who are committed to sustainability and being environmentally friendly. This paper presents the findings of a study conducted exclusively in Taiwan using online questionnaires to collect primary data from Taiwanese consumers. The main objective of the research is to gain a clear understanding of the consumption habits of green cosmetic products among Taiwanese consumers. The study aims to investigate consumer attitudes towards green cosmetic products and identifies factors that influence their intention to purchase such products. The study found that factors such as ingredients, price, brand reputation, and quality influence Taiwanese consumers' intention to buy cosmetic products, with some variations across age groups and income brackets. Furthermore, the study showed which groups are more willing to pay more for green products and unearthed some preferences regarding the most important subtypes of green cosmetics products. These findings can help Taiwanese marketers promote their green cosmetic products effectively by incorporating creativity, attractiveness, good quality, and sustainability to attract environmentally conscious consumers.