環保化妝品購買意願影響因素分析

近年來，由於環境的破壞逐漸提升永續發展的概念，而企業與民眾亦逐漸正視全球暖化的議題，因此環保已成為消費者購物時重要的參考依據。隨著人類環保意識抬頭以及崇尚自然之風行，市場上許多產品紛紛強調環保與有機的訴求，而綠色護理產品的銷售也不斷攀升，以植物為基礎成份的化妝品成為生產與消費的趨勢，亦是未來的研發關鍵。本研究主要以計畫行為理論為基礎，並納入行銷溝通工具變項，目的在探討消費者購買環保化妝品的態度、主觀規範、知覺行為控制與其行為意向之影響；並應用計畫行為理論發展適合之架構，以分析購買意圖的影響因素及其程度。本研究針對15至65歲的女性消費者進行問卷調查，使用結構方程分析進行假設驗證。研究結果顯示，態度構面中，功能信念、社會信念與知識信念皆呈顯著正向影響；主觀規範構面中，總規範信念呈顯著正向影響；行銷溝通構面中，口碑行銷、廣告行銷與推廣行銷對行為意向呈顯著正向影響。整體構面中，態度、主觀規範、行銷溝通工具均對行為意向呈顯著正向影響，而知覺行為控制則呈顯著負向影響。

關鍵字

化妝品；計畫行為理論；行銷溝通工具；結構方程模式

並列摘要

In the recent years, environment deterioration has enhanced the concept of sustainable development. The businesses gradually pay more attention on the issue of global warming. Environmental protection has become an important consideration in consumer shopping behavior. With the rising of environmental protection awareness and the trend of natural fashion, the sales figure of multitudinous products emphasizing on environmental protection are also soaring. Green products are also the key subjects for enterprises for future research and development. The theory of planned behavior was adopted as the theoretical basis for this research. Marketing communication tools were included as variables. The objective of this study is threefold: (1) to explore consumers' attitude, subject norm, perceived behavioral control, and behavioral intentions when purchasing environmentally friendly cosmetics. (2) to develop a proper framework with planned behavior theory for abovementioned constructs. And (3) to analyze the influential factors and the extent of impact on behavioral intention. Questionnaire survey was conducted to investigate female consumers aged 15 to 65 years old. Structural equation modeling was used for data analysis. The results show that, in the attitude dimension, functional beliefs, social beliefs, and knowledge beliefs all produce a significantly positive impact. In the marketing communication dimension, word-of-mouth marketing, advertising marketing, and promotional marketing have significantly positive impacts on behavioral intention. In the normative dimension, the overall normative beliefs produce a significantly positive impact. In the overall dimension, the attitude, subjective norms, and marketing communication tools have significantly positive impacts on behavioral intention. Among them, however, perceived behavioral control show a significantly negative impact.