Environmental Awareness On Makeup Purchase Intentions:How Consumption Values Impact On Chinese Market

The topics such as social concern and consumers’ awareness of environment started to get great attention globally in recent years.This phenomenon also would have its impact on consumptions of environmental friendly products.This research focuses on intentional green makeup purchase consumption from environmental awareness and consumption values aspects,furthermore,it also contains a part of detailed explanation of the differences between intentional and actual consumption behaviour among experiment participants.This research uses survey and online shopping experiment as the tools and by focusing on female students from Tsinghua University to understand their consumption behaviour.It also includes a comparison of consumption decisions on makeup and clothes,as well as by looking at the differences between the behaviour of Chinese and International students,in order to have a deeper understanding of the unique traits of green makeup consumption.At the end,we also took a close look at the relationship between intentional and actual decision on green makeup purchase decision through experiment.The main methods in this research include but not limit to Partial Least Squares Structural Equation Modeling(PLS-SEM),bootstrap,and t-tests,and other basic statistical calculations.According to the results of analysis,there are several findings presented in this paper.Under intentional green makeup purchase decision,environmental attitude and perceived consumer effectiveness from environmental awareness sector,as well as epistemic and functional values from consumption values sector have positive correlation to decision.For actual green makeup purchase decision,only perceived consumer effectiveness from environmental awareness sector and the overall consumption values in emotional,social epistemic,and functional aspects have positive correlation to decision.It is more important for participant to consider brand,price,and reliability of product when they face real purchase decision unlike how it was shown on their intentional decisions.