本研究旨在探討消費者對綠色美容產品的購買意圖與願付溢價程度，並深入分析健康意識與環保意識如何透過心理機制影響其消費態度與行為。隨著大眾對環境保護與個人健康的重視日益提升，綠色美容產品市場逐漸擴大，然而，高價格常成為影響實際購買行為的重要障礙，因此有必要釐清消費者溢價支付意願的形成機制。 研究採用問卷調查法，共回收有效樣本246份，透過結構方程模型（SEM）進行分析，驗證六項研究假說，並納入性別作為調節變項以探討其對態度與行為間關係的影響。研究結果顯示，健康意識與環保意識分別透過對產品屬性的重視程度與自我效能感，間接影響消費者對綠色美容產品的態度；而態度進一步顯著影響其願付溢價程度。整體模型具良好適配度與預測力，驗證心理中介變數在意識與行為間的重要角色。至於性別的調節效果則未達顯著水準，可能與樣本結構或文化背景有關。 本研究不僅補足過往對綠色美容產品溢價購買行為之研究缺口，亦提供企業在行銷策略、產品定位與消費者溝通上的實務建議，如可透過強化產品屬性訴求與自我效能感，促進正向態度並提高溢價購買意願。;This study aims to explore consumers’ purchase intentions and willingness to pay a premium for green beauty products, with a focus on how health consciousness and environmental awareness influence consumer attitudes and behaviors through psychological mechanisms. As public concern for environmental protection and personal health continues to rise, the market for green beauty products is expanding. However, high prices often pose a significant barrier to actual purchasing behavior, making it necessary to clarify the underlying mechanisms that drive consumers’ willingness to pay a premium. Using a questionnaire survey method, this study collected 246 valid responses. Structural Equation Modeling (SEM) was employed to test six research hypotheses, with gender included as a moderating variable to examine its effect on the relationship between attitudes and behavior. The results indicate that health consciousness and environmental awareness indirectly affect consumer attitudes toward green beauty products through the perceived importance of product attributes and self-efficacy, respectively. Attitude, in turn, significantly influences willingness to pay a premium. The overall model demonstrated good fit and predictive power, confirming the critical role of psychological mediators between awareness and behavior. However, the moderating effect of gender was not statistically significant, possibly due to sample composition or cultural factors. This study fills a gap in the literature regarding premium purchasing behavior for green beauty products and offers practical insights for businesses in marketing strategy, product positioning, and consumer communication. For instance, enhancing product attribute appeal and consumer self-efficacy can foster more positive attitudes and increase willingness to pay a premium.
