| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 98 === This study aims to explore the cosmetics consumers’green consumption knowledge, attitude and behaviors and the moderating effect of Lohas lifestyle. A quota sampling method was used in the study, the questionnaires were sent to the people who lived in north, middle,sourth and east parts of Taiwan. The questionnaires were amounted to 1,270 questionnaires. A total number of questionnaires returned were 1,072 with 85.82% valid return rate. The data were collected and analyzed by using descriptive statistics analysis, t test, Pearson correlation, one-way ANOVA, simple regression analysis and hierarchical moderator regression.
According to the findings, the results were summarized as follows：1.Cosmetics consumers’ green consumption knowledge only had parts of differences in different background variables；2.Cosmetics consumers’ green consumption attitude had significant differences in different background variables；3.Cosmetics consumers’ green consumption behaviors had significant differences in different background variables；4.Cosmetics consumers’ lohas lifestyle had differences in different background variables；5.The green consumption knowledge had positive influences on the green consumption attitude；6.The green consumption attitude had positive influences on the green consumption behaviors；7.The green consumption knowledge had positive influences on the green consumption behaviors；8.The lohas lifestyle had no affect between green consumption attitude and green consumption behaviors.
Finally, based upon the findings and conclusions would provide concrete suggstions for the cosmetics consumers, the cosmetic industries and the future researchers.
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