Research On The Consuming Decision-Making Based On Attitude Towards Green Cosmetic

Although the rapid development of modern science and technology brings convenient to human life, we also cannot ignore the serious environment pollution at the same time. In order to realize the sustainable development, our country has began to advocate the environmental protection concept of "green life, low carbon life", which promote a new consuming product-the green products. However, the green products are still a relatively new concept for most Chinese, and there is a need to foster the customers' concept. So, it has become the key issue to study of consumers' attitudes to green products.Based on the green cosmetics, this dissertation studies the consumers' attitude and buying decisions of green cosmetics. Two aspects of discussion are involved:(1) The factors that influencing customers' attitude on green cosmetics;(2) How does each dimension affects the customers purchasing decision;Basing on the above two aspects, this dissertation constructs "consumer attitude model" and "consumer attitude-decision-making model". Referring to a mass of literatures, applying quantitative analysis and qualitative analysis and conducting a small amount of samples, the author modified the models by processing and analyzing the data by SPSS 13.0, and finally come to the conclusion.This dissertation is divided into five chapters:the first chapter is introduction, mainly introduces the research background, the purpose and the research methods, In the second chapter, literature reviews about the consumer behavior, psychology, marketing was conducted by taking green cosmetics and consumer attitude as theoretical basis. The third chapter constructs the green cosmetics consumer attitude structure model, and identifies seven attitude factors influencing consumers purchasing decisions through sorting out literature, and furthermore puts forward the "consumers' extracts attitude model" and "consumer attitude-decision-making model". And also the sampled data were analyzed by the software of SPSS 13.0. The fourth chapter analyzes the affecting factors of consumers' attitudes on purchase decisions, by using the regression analysis, the "consumers' attitude decision-making model" is verified and identifies the biggest influence factors to the consumers' purchase behavior when they going to buy the green cosmetics. Based on the consumer attitude of green marketing combination of cosmetics, the fifth chapter provides the marketing suggestion according to the empirical results above and analysis of marketing-mix strategy (product, price, place, promotion strategy).The innovation points of this dissertation are as following:it constructs the "consumer attitude model" and "consumer attitude-decision-making model"; through empirical analysis, it has found the main factor influencing consumers to buy green cosmetics are product function, personal values and products preferences.