| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 107 === Because green issue has been emphasized and the increase of consumers' awareness of environmental protection, more and more consumers are willing to give priority to green products. With the popularity of the Internet and smart mobile devices, the social media has become an indispensable tool of marketing, so as the cosmetics and skin care industry. Many cosmetics and skin care brands emphasize the natural, organic and environmental protection in their propaganda. Therefore, green marketing and online marketing is an important topic but there are only few relevant studies. Consequently, this study applies the three aspects of green marketing orientation: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation to explore consumer behavior, trying to understand the online consumers of makeup products, what is the impact of their perception of corporate green marketing strategies on the trust, perceived value, and purchase intention? The results of this study can provide a practical reference for green companies to map out marketing strategies.
This study used convenient sampling and SSPS and LISREL as statistical analysis tools. The analytical methods used are: reliability and validity analysis, narrative statistical analysis, confirmatory factor analysis and regression analysis. The findings of this study are: (1) The three elements of online green marketing orientation: strategic, tactical and internal green marketing orientation can also apply to online purchase environment. (2) corporates’ strategic and tactical green marketing behavior has positive and significant influence on increasing online consumers’ trust and perceived value. (3) Trust and perceived value have positive and significant influence on online consumers’ purchase intention.
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