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https://ir.lib.ncu.edu.tw/handle/987654321/99396
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| 題名: | 個人態度、環境意識、產品功能性價值與綠色化妝品購買意圖的關係;The Relationship between Personal Attitude, Environmental Awareness, Product Functional Value, and Green Cosmetics Purchase Intention |
| 作者: | 莊馨渝;Sin-Yu, Jhuang |
| 貢獻者: | 資訊管理學系 |
| 關鍵詞: | 綠色化妝品;購買意圖;綠色自我效能;倫理價值;環境意識;Green Cosmetics;Purchase Intention;Green Self-efficacy;Ethical Value;Environmental Awareness |
| 日期: | 2025-12-26 |
| 上傳時間: | 2026-03-06 18:53:22 (UTC+8) |
| 出版者: | 國立中央大學 |
| 摘要: | 隨著環保意識提升，綠色消費在化妝品市場中愈受重視，消費者對兼具環保與效能的綠色化妝品需求日益增加。然而，現有研究較少同時整合心理層面與產品層面因素，並進一步釐清綠色自我效能在心理因素與購買意圖之間之作用機制。因此，本研究結合計畫行為理論、消費價值理論、消費者覺察相關觀點與倫理消費文獻，建構以態度、主觀規範、倫理價值、功能性價值與環境意識為前因、綠色自我效能為中介、購買意圖為結果變數之研究模型。
本研究以臺灣消費者為調查對象，採線上問卷便利抽樣蒐集資料，並於問卷中設置篩選題作為納入條件，僅保留曾購買綠色化妝品者之有效樣本，共取得 391 份有效問卷，以偏最小平方法結構方程模型檢驗測量模型與結構模型。研究結果顯示：
1. 態度、倫理價值與功能性價值對購買意圖具有顯著正向影響，綠色自我效能亦對購買意圖呈現顯著正向影響。
2. 主觀規範對購買意圖之直接效果未達顯著，顯示在綠色化妝品情境下，社會期待較可能僅停留於參考資訊層次，消費者最終決策更仰賴個人需求、偏好與風險評估等內在判斷；其透過綠色自我效能之間接效果僅呈現邊緣顯著，未達本研究所設定之顯著水準。
3.主觀規範、倫理價值與環境意識皆能提升綠色自我效能。
4.模型對綠色自我效能與購買意圖之解釋力分別為 R² = 0.650 與 R² = 0.677，具良好解釋力。
綜合而言，綠色化妝品之推動宜由產品本質與可被驗證的資訊出發，企業除強化產品之功能性價值外，亦應凸顯品牌在環境與倫理上的一致性，透過原料來源、製程與標章依據等透明且可檢視的作法建立信任，避免綠色訴求流於表面宣稱；同時，可結合社群互動與情境式溝通（如選購指南、標章懶人包與使用建議）以降低消費者採用門檻，提升其可行性感與綠色自我效能，進而促進購買意圖。此外，政策面可透過制度引導與補助協助企業投入低碳製程、綠色包材與永續供應鏈，進一步健全綠色消費環境。
;As environmental awareness rises, demand for green cosmetics that combine sus-tainability and performance has increased. However, research has rarely integrated psy-chological and product-related determinants while clarifying the mediating role of green self-efficacy. Drawing on the Theory of Planned Behavior, consumer value theory, con-sumer awareness perspectives, and ethical consumption literature, this study proposes a model in which attitude, subjective norms, ethical value, functional value, and environ-mental awareness predict purchase intention, with green self-efficacy as a mediator.
Data were collected from Taiwanese consumers via an online convenience survey. After screening for prior green cosmetics purchasing experience, 391 valid responses were retained. Partial least squares structural equation modeling (PLS-SEM) was used to evaluate the measurement and structural models. Results show that attitude, ethical value, functional value, and green self-efficacy have significant positive effects on pur-chase intention. Subjective norms have no significant direct effect on purchase intention, and their indirect effect through green self-efficacy is marginal and does not meet the adopted significance threshold. In addition, subjective norms, ethical value, and envi-ronmental awareness positively influence green self-efficacy. The model explains sub-stantial variance in green self-efficacy (R² = 0.650) and purchase intention (R² = 0.677).
Practically, firms should strengthen functional value and provide transparent, veri-fiable information regarding environmental and ethical practices to build trust and avoid superficial green claims. Community-based, scenario-oriented communication may fur-ther enhance consumers’ green self-efficacy and, in turn, purchase intention. Policy measures that encourage low-carbon production, green packaging, and sustainable sup-ply chains may also support the development of a stronger green consumption environ-ment. |
| 顯示於類別: | [資訊管理研究所] 博碩士論文
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