摘要

化妝品行業的女性消費者的人口數，被認為對國家經濟增長做出了最大的貢獻。近年來，對有機和天然化妝品的需求量，迅速的增長。
本研究旨在調查台灣女性消費者對有機化妝品的購買意願。本研究的結果表明，態度、價格、動機和消費者需求等因素會影響女性消費者購買有機化妝品的意願。大多數情況下，產品質量、成分、環境和健康意識都對女性消費者的購買行為有顯著的影響。因此，這項研究的結果將有助於台灣營銷人員在推廣有機產品時使他們的商店富有創意和吸引力，並將優質和永續性融入有機化妝產品中，吸引更多女性對有機化妝產品的態度。

Abstract
Female consumers in the cosmetic industry are considered as of the largest population which is significantly contributing to the financial growth of the country. The demand for organic and natural cosmetic products are rapidly increasing in the recent few years.
This study aims to investigate the intention of Taiwanese female’s consumers towards organic cosmetic products. The findings of this study indicated that factors such as attitude, price, motivation, and consumer needs influencing female consumers' intention to buy organic cosmetic products. Mostly, product quality, ingredients, environment, and health consciousness are significantly influencing female consumers' buying behavior. Therefore, the findings of this study will help Taiwanese marketers to make their stores creative and attractive when promoting their organic products. And make good quality and sustainability into organic beauty products that attract more female's attitudes towards organic beauty products.

Table of Content
Thesis validation latter……………………………………………………………………………..i
Acknowledgment………………………………………………………………………………….ii
Abstract (Chinese)……………………………………………………………………………......iii
Abstract (English)………………………………………………………………………………...iv
Table of Contents……………………………………………………………………………...…..1
Table of Figures…………………………………………………………………………...............3
Table of Tables……………………………………………………………………………………4
Chapter 1 Introduction…………………………………………………………………………….5
Thesis Structure……………………………………………………………………………….5
Conceptual Background……………………………………………………………………....5
Problem Statement…………………………………………………………………………….6
Research Question…………………………………………………………………………….7
Research Objectives…………………………………………………………………………..8
Chapter 2 Literature Review………………………………………………………………………9
Cosmetics……………………………………………………………………………………..9
History of Cosmetics………………………………………………………………………….9
Organic Cosmetics…………………………………………………………………………..10
Influencing factors while buying organic cosmetics………………………………………...12
Personal Values of Consumers………………………………………………………………12
Health Consciousness………………………………………………………………………..13
Environmental Consciousness……………………………………………………………….13
Appearance Consciousness…………………………………………………………………..14
Previous Experience and Satisfaction………………………………………………………..15
Price and Product Quality…………………………………………………………………….16
Certified Logo and Label…………………………………………………………………….16
Taiwanese Cosmetic Brands…………………………………………………………………17
Chapter 3 Research Methodology………………………………………………………………..18
Methodology for Selection…………………………………………………………………..18
The Sample/ Data Collection………………………………………………………………...19
The Interview Participation………………………………………………………………….20
The Interview Purpose……………………………………………………………………….21
Chapter 4 Findings and Analysis………………………………………………………………...24
Chapter 5 Discussion and Conclusion…………………………………………………………...31
Theoretical Implication………………………………………………………………………31
Conclusion…………………………………………………………………………………...33
Limitation and Perspective for Future Research……………………………………………..34
References……………………………………………………………………………………35
Appendix 1…………………………………………………………………………………...41
Table of Figures
Figure 1 Personal Values of the Consumers……………………………………………………..12
Figure 2 Taiwanese Females' Attitude towards the Use of Organic Cosmetic products………...25
Figure 3 Learning Sources of Cosmetic by Taiwanese Females………………………………...26
Figure 4 Taiwanese Female Attitude towards the Price of Organic Products…………………...29
Figure 5 Taiwanese Female Attitude towards can pay the extra price for certification…………30
Table of Tables
Interview Information Table …………………………………………………………………….20
Data collected from Questionnaire………………………………………………………………24

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