| Abstract: | 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，市場上眾多產品紛紛強調環保與有機的訴求，在綠色護理產品的銷售也不斷攀升，由此可見，以植物為基礎成份的化妝品將成為生產者與消費者目前的趨勢，亦是未來的研發關鍵。本研究之架構主要以計畫行為理論為理論基礎，並納入行銷溝通工具作為觀測變項，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現況；並應用計畫行為理論並發展適合之架構，以分析購買意圖的影響因素及其程度。研究方法主要藉由問卷調查法，針對15~65歲的女性消費者進行調查，並使用SPSS、LISREL統計軟體進行資料分析。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；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，其中知覺行為控制呈負相關。
In the recent years, environment deterioration has enhanced the concept of sustainable development. The businesses and consumers face the issue of global warming. “Environment protection” has become an important consideration issue in consumer shopping. With environmental protection awareness and the trend of natural fashion on the rise, multitudinous products emphasized environmental protection and organic, green care product-related sales also continue to rise. Plant-based ingredients of cosmetics will become a trend for producers and consumers and they are also the key to future research and development.The theory of planned behavior was adopted as the theoretical basis for this research framework. Additionally, marketing communication tools were included as observation variables. The purpose of which was to explore consumers’ attitude, subject norm, perceived behavioral control, and behavioral intentions when purchasing environmentally friendly cosmetics, and developed a proper framework with Planned Behavior Theory, to analyze the impact factors and degree of behavioral intentions. Questionnaire survey was adopted to investigate female consumers 15~65 years old. SPSS and LISREL statistical software were used for data analysis.The results show that: in the attitude dimension, functional beliefs, social beliefs, and knowledge beliefs all produced a significantly positive impact. In the marketing communication dimension, word-of-mouth marketing, advertising marketing, and promotional marketing produced a significantly positive impact on behavioral intention. In the normative dimension, the overall normative beliefs produced a significantly positive impact. In the overall dimensions, the attitude, subjective norms, and marketing communication tools all produced a significantly positive impact on behavioral intention. Among them, perceived behavioral control showed a negative correlation. |
