綠不綠由你－綠色化妝品廣告效果之探討

Abstract

氣候變遷與環境汙染等災難促使人們不得不重視環境永續的議題。其中，化妝品產業為了因應全球永續發展的目標，積極開發天然與有機的綠色化妝品市場，希望以綠色屬性的產品吸引環保潮流中，越發關注環境保護的消費者。但產業發展至今，消費者對於綠色化妝品的具體定義，似乎仍存在模糊空間，此外，雖然環境保護的綠色趨勢正逐年上升，但對比不具綠色屬性的一般化妝品，綠色化妝品真的有比較吸引消費者嗎？\n\n本研究將廣告訴求與產品類別做為自變項，設計雙因子實驗（廣告訴求：環境永續訴求/價格促銷訴求，產品類別：綠色化妝品/一般化妝品），並將消費者價值感知、廣告態度作為中介變項，購買意圖為依變項。研究採線上實驗法，以Instagram限時動態為刺激物操弄的媒介，並獲得243份有效樣本。研究結果顯示，環境永續訴求的化妝品廣告在消費者價值感知與購買意圖都顯著高於價格促銷訴求；廣告訴求跟產品類別僅在少數情況下具有交互作用：當廣告運用環境永續訴求時，兩種產品對消費者價值感知面向皆無顯著差異；當廣告運用價格促銷訴求時，綠色化妝品訊息對情感價值感知及條件價值感知的影響顯著高於一般化妝品。然而，僅有部分消費者價值感知（功能價值感知、社會價值感知、新奇價值感知）會正向影響廣告態度，而廣告態度會正向影響購買意圖。此外，檢驗連續中介模型後發現，在價格促銷訴求下，綠色化妝品比一般化妝品更能正向影響社會價值感知，並接續正向影響廣告態度，進而提升購買意圖。本研究進一步探討研究結果的學術與實務意涵，並提出研究限制與建議，供未來相關研究參考。

Disasters such as climate change and environmental pollution have drawn people’s attention to the issue of environmental sustainability. In response to these concerns, the cosmetics industry has been actively developing natural and organic green cosmetics market to meet the global goals of sustainable development. It seeks to attract consumers who are concerned about environmental protection by utilizing green products. Over the years, however, the specific definition of green cosmetics has remained unclear as far as the consumers are concerned. In addition, with the increasing awareness of environmental protection, it also begs the question of whether green cosmetics are actually more attractive to consumers compared with ordinary cosmetics without green attributes. Therefore, the present study aims to examine the effect of advertising appeal and product category on consumers’ purchase intention and the mediating role of perceived consumption value and advertising attitude.\n\nThis research takes advertising appeal and product categories as independent variables, designs a two-factor experiment (advertisement demands: environmental sustainability demands/price promotion demands, product categories: green cosmetics/general cosmetics), while adding perceived consumption value and advertising attitude as the mediating variables, purchase intention as the dependent variable. This research adopts the online experiment method, which uses Instagram Stories as the advertising platform and obtains 243 valid samples. The results show that the cosmetic advertisements with environmental sustainability appeals outperform those with price promotion appeals on perceived consumption value and purchase intentions. Advertising appeals and product categories only interact under certain conditions: In the environmental sustainability appeals, there is no significant difference in perceived consumption value between the two products. In the price promotion appeals, the emotional perceived value and conditional perceived value of green cosmetics are significantly higher than ordinary cosmetics. However, perceived consumption value has a positive relationship with advertising attitudes (functional value, social value, & epistemic value) only in a few cases in this study, which could in turn positively affect purchase intentions. Furthermore, the continuous mediation model shows that, in the price promotion appeal, green cosmetics has a higher tendency to positively influence perceived social value compared to ordinary cosmetics, which then positively affect advertising attitudes and followingly increase purchase intentions. This study explores the academic and practical implications of findings, and puts forward some research limitations and recommendations for future research.