绿色化妆品消费者态度研究

On Consumers' Attitudes on Green Cosmetics

通过定性分析、焦点小组讨论收集数据,集中研究绿色化妆品的含义、消费者态度、影响因素以及消费者态度对消费行为的影响。研究结论表明,消费者普遍从产品的天然成分和生产过程的环保性来定义绿色化妆品。由于中国绿色化妆品行业还处于新兴发展阶段,大部分消费者持中立态度,消费者认知和市场发展还存在差距,绿色化妆品行业需要不断发展完善。

Motivated by the new trend in the cosmetics industry, this research aimed to explore consumer attitudes towards green cos- metics and the influencing factors. Consumers have increased interests in natural ingredients, sustainable packaging and other green el-ements of cosmetics.