綠色行銷與品牌來源國形象對專櫃臉部保養品消費者購買意願之研究-以台北市地區消費者為例

Abstract

過去總認為愛美是專屬女人天性，但其實現代人不分男女皆愈來愈重視自身臉部肌膚的保養，隨著經濟發展日趨繁榮，人們生活水準不斷提升，對於現代人而言，臉部保養品已由奢侈品轉變為其生活中的必需品。

近年環保意識興起，消費者更有意願將環保納入自身選購的考量因素之一，這促使綠色行銷的產生，讓企業在制定其經營策略時，會與綠色行銷此概念相契合，期許於創造獲利的同時，也能與消費者產生共鳴，此外多數文獻證實，消費者對產品的品牌來源國形象認知，會影響其購買行為。

本研究以台北市消費者為研究對象，並以人口統計變數、資訊來源變數、購買動機變數、綠色行銷變數及品牌來源國形象變數作為自變數，採用網路問卷調查方式，共收回405份有效問卷，透過信度及效度分析、因素分析、卡方檢定、變異數分析及迴歸分析等統計方法，來探討台北市消費者在選購臉部保養品的意願，是否會受到來源國形象以及企業推展的綠色行銷所影響，進而改變其消費意願。

研究結果顯示綠色行銷知覺與品牌來源國形象對於消費者購買專櫃臉部保養品之意願確實具有顯著相關，當消費者對綠色行銷的知覺程度愈高，其購買具有對環境友善之專櫃臉部保養品的意願愈高，此外當消費者對專櫃臉部保養品的品牌來源國有較佳的印象時，其購買該產品的意願相對也會提高。

There had always considered that the natural instinct of a female has been beauty care. However, more and more people without the difference of men and women care about beauty care. With the growth of social economy and the raise of living standards, facial skin care products become necessities instead of luxuries.

With the increase of environmental awareness, consumers are more likely to put environmental protection into consideration when they purchase things. This situation prompts the appearance of green marketing. The enterprises will also combine their corporate strategies with green marketing to evoke resonance among consumers and to create profits at the same time. In addition, many references indicated that country-of-origin of brand has also an impact on the purchase behaviors of customers.

The research use demographic, purchasing motive, sources of information, green marketing and country-of-origin of brand as independent variables. The research also uses internet survey to collect 405 valid questionnaires from consumers in Taipei City. All data are analyzed by Factor Analysis, Reliability Analysis, Chi-Square Test, ANOVA Analysis, and Regression Analysis.

The result finds out that green marketing and country-of-origin of brand both have positive significant correlation with on purchase intention to counter facial skin care.