在市場競爭越發激烈的環保市場中，本研究旨在探討心理刺激對於消費者購買環保產品意願的影響，並對於環保美妝類產品為例建立一個行銷模型。在研究中，我們首先探討了品牌環境關懷、品牌形象與產品特質對於消費者心理的影響，並探討其對環保產品的購買意圖。本研究證實，品牌傳達對於地球環境的關懷以及建立品牌形象，將提升消費者對該品牌的情感投入和信任感，同時也創造出對品牌的正面態度，進一步提升未來購買環保產品的意願。本研究建立了模型，探討品牌對於環境的關懷與品牌形象的建立對於消費者心理的影響。本研究發現當品牌成功將良好的形象建立在顧客心中時，會讓消費者產生更多正面態度也會提升顧客的購買意願。
有別於以往相關研究強調環保意識與健康意識，我們提出的行銷概念是品牌為了推廣環保型產品，必須先在消費者心中建立品牌是真正關心環境的品牌形象。品牌首先必須真正考慮環境問題，對環境問題有透徹的理解，再依行動讓顧客感受到品牌形象。而這樣的互動關係是需要長期去經營與維護的，方能讓品牌形象深植消費者內心。

In the increasingly competitive market of eco-friendly, this study aims to investigate the influence of psychological stimuli on consumers' willingness to purchase environmentally friendly products and establish a marketing model for eco-friendly beauty products. In this research, we first examine the impact of brand environmental concern, brand image, and product feature on consumers' psychological perceptions and their purchase intention towards eco-friendly products. The study confirms that brand communication regarding environmental concern and the establishment of brand image enhance consumers' emotional engagement and trust towards the brand, consequently creating a positive attitude towards the brand and further increasing the willingness to purchase eco-friendly products in the future. The study establishes a model that explores the influence of brand environmental concern and brand image establishment on consumers' psychology. This research found that when a brand successfully establishes a positive image in the minds of customers, it leads to an increase in positive attitudes and enhances customers' willingness to make purchases.

Different from previous studies emphasizing environmental and health consciousness, our marketing concept proposes that brands, in promoting eco-friendly products, must first establish an image of a brand that genuinely concerns about the environment in consumers' minds. The brand must genuinely consider environmental issues and have a thorough understanding of them. By taking actions that allow customers to feel the brand's caring image, the emotional connection between the brand and customers is promoted. This interactive relationship requires long-term cultivation and maintenance to deeply embed the brand image in consumers' hearts.

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