有機認證對綠色香粧品品牌權益及購買意願的影響-以COSMOS-Standard為例

近年來消費者綠色產品意識大幅提高，天然有機護膚產品市場蓬勃發展，有機認證在消費者及品牌之間逐漸成為重要的角色，對於綠色香粧品品牌而言，有機認證除了證明產品原料合乎有機標準外，可能為品牌帶來更多效益。本研究問卷設計以品牌權益其中的品牌聯想、品牌忠誠度、知覺品質、品牌覺察之四項構面為基本架構，以COSMOS-standard認證為例，探討其經由槓桿輔助借用品牌聯想的方式對綠色香粧品品牌權益及購買意願之影響。採滾雪球抽樣發放，總填答人數為867人，有效問卷623份，回收後以統計軟體SPSS 22.0進行分析。結果顯示，COSMOS-standard認證對於綠色香粧品牌之品牌權益及購買意願皆有正向影響；其中收入不同者對於品牌權益之品牌聯想及品牌忠誠有顯著差異；購買意願方面，對洗髮沐浴用品的提升效果較面部保養用品佳。有機認證為品牌所帶來的影響已衍生至品牌權益整體的聯想上，建議綠色香粧品業者可參考以上研究結果，在擬定行銷策略與品牌管理上，善用有機認證標章帶來的聯想效益。

關鍵字

綠色產品；有機認證；槓桿借用輔助品牌聯想；品牌權益；購買意願

並列摘要

The concept of sustainable development has recently become a significant issue among industrial, academic, and government sectors. As consumers have the more green awareness of products, the markets of natural and organic products set to flourish, the organic certification approach is expected to be a crucial role between consumers and green brands. To the green cosmetic brands, it might bring more benefits to the brand, than just being a proof of organic ingredients. The questionnaire developed for this study is based on the four constructs of brand equity: brand associations, brand loyalty, perceived quality, brand awareness. Taking COSMOS-standard as an example, to explore the influence it might have on green cosmetic brand equity and purchase intentions through leveraging secondary brand associations. Using snowball sampling for data collection, the total number of respondents was 867 and the number of valid questionnaires was 623. The statistical software SPSS 22.0 was used for analysis. The results indicate that COSMOS-Standard organic certification has positive impacts on brand equity and purchase intention; significant differences on brand association and brand loyalty are caused by different disposable income; the effects on improving purchase intention works better on toiletries than facial care products. The cosmetic brands can see the results as suggestions on brand management and marketing strategies.