這些年，零殘忍化妝品之市場價值逐漸成長。消費者逐漸明白其消費力對於動物福利的影響。動物福祉考量、參照團體之意見及價格對消費者與生產者間的利益激起此研究之誕生。此研究基於計畫行為理論探討消費者的道德責任、主觀規範及價格敏感度對零殘忍化妝品消費意向；亦研究價格敏感度對於主觀規範及消費意向之調節作用。研究結果分析於取自任意抽樣方式之127份有效線上問卷回應，並以迴歸、調節分析、卡方獨立性檢驗評估研究成效。結構方程式評定了此研究模型之適配性。結果指出道德責任與主觀規範與消費者購買零殘忍化妝品之意圖具正向關聯。此外，此研究證明價格敏感度部分調節主觀規範與購買意圖之效果。統計及實際顯著性為以上三個調查發現提升價值。然而，價格敏感度負面影響購買意向結果為不顯著。

Cruelty-free cosmetics market value has been growing these years based on statistics. Consumers are more aware of their purchase power for animal welfare. Animal well-being considerations, reference groups’ opinions, and prices for consumers' and producers’ interests motivated the researcher for this study. The research scrutinizes consumers’ cruelty-free cosmetics purchase intention with the following variables: moral responsibility, subjective norms, and price sensitivity via the theory of planned behavior (TPB); it also examines if price sensitivity moderates subjective norms and purchase intention. Using a convenience sampling approach, 127 usable responses were collected via an online questionnaire. Regression analysis, moderation analysis, and Chi-Square independence test were utilized to evaluate the results. The structural equation model assessed the model fit of the research framework. The findings demonstrate that moral responsibility and subjective norms positively affect consumers’ cruelty-free cosmetics purchase intention. In addition, price sensitivity is proven to moderate the effect between subjective norms and purchase intention marginally. Statistical and practical significance valorize these three findings. However, the negative link between price sensitivity and purchase intention is insignificant.

Thesis Validation Letteri
摘要ii
Abstractiii
Table of Contentsiv
Table of Figuresv
Table of Tablesv
1. Introduction1
1.1 Cruelty-free Cosmetics2
1.2 Ethical Consumption3
1.3 Research Gap and Purpose4
2. Literature Review6
2.1 Theory of Planned Behavior6
2.2 Moral Responsibility7
2.3 Subjective Norms9
2.4 Price Sensitivity11
3. Hypotheses Development12
4. Methodology15
4.1 Data Collection, Participants, and Sampling Design15
4.2 Research Design17
5. Results21
5.1 Reliability and Validity Analysis22
5.2 Findings25
6. Discussions and Conclusion29
6.1 Theoretical Contributions31
6.2 Managerial Implications33
7. Limitations and Future Research34
8. References36
9. Appendix46

Table of Figures
Figure 1. The Cruelty-free Certification3
Figure 2. The Conceptual Framework.6
Figure 3. Research Framework and Model Fit Report.28

Table of Tables
Table 1. Characteristics of Sample16
Table 2. Overall Cosmetics Consumption Questions19
Table 3. Questionnaire Formulation20
Table 4. Variables and Descriptive Statistics23
Table 5. Discriminant Validity Test.25
Table 6. Hypothesis Testing Results.26
Table 7. Chi-Square Analysis of Demography and Purchase Intention27

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