Increasing awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the Theory of Planned Behavior (TPB), this study aims to investigate the relationships between attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions of those products. In addition, participants of this questionnaire survey are randomly drawn from female students of different colleges of Chinese Culture University located in Taipei, Taiwan. Moreover, to gain better understanding about the relationship mentioned above, two variables, price sensitivity and country of origin are purposely selected to test the moderating effects. The primary data collected are analyzed with the simple regression analysis, and hierarchical regression analysis is conducted to probe the moderating effects. The empirical results indicated that all of the hypotheses developed for testing the moderating effects are supported. In other words, attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions are positively related. Furthermore, for stimulating green skincare products’ purchase intentions among high educated young females in the future, pricing strategy and country of origin are essential consideration for promoting those products.
