企業綠能轉型與品牌形象關係之研究

摘要　 2050淨零排放與ESG是全球減碳的議題，我國由於天然資源及能源蘊藏貧乏，能源進口依存度高，致使能源安全度相對偏低。配合全球節能浪潮以及法規要求，實施節能減碳及綠能轉型已是企業必須達成的目標。本研究以我國政府發展的四種綠色能源種類，包括風力發電、太陽能光電、水力發電、生質能發電系統為研究範圍。採用網路問卷調查的方式，瞭解消費者對綠能的認識，以及對企業綠能轉型做法的態度，進一步分析企業能源轉型對品牌形象的影響。透過網路問卷的發放方式，本研究最終收集到的有效問卷有358份，分析研究結果如下： 1. 教育程度類在台灣再生能源風力與光電政策的認知上，有顯著差異。不同職業對綠能轉型的認知程度有顯著差異。2. 性別對企業能源轉型應有做法有差異。3. 影響品牌形象之企業能源轉型做法以企業應建置太陽能發電為關鍵因素，其次為企業更換LED節能燈具及企業通過ISO14001環境管理系統驗證。4. 不同綠能轉型認知程度之消費者，影響其品牌形象之企業能源轉型做法不盡相同，對於綠能轉型認知程度較低之消費者，企業建置太陽能發電對品牌形象整體構面均有顯著影響，對於綠能轉型認知程度較高之消費者，企業建置太陽能發電外、更換LED節能燈具及通過ISO14001環境管理系統驗證對品牌形象整體構面有顯著影響。關鍵字：綠能轉型、減碳、品牌形象。

關鍵字

品牌形象；減碳；綠能轉型

並列摘要

Abstract 2050 net zero emissions and ESG are global carbon reduction issues. Due to the lack of natural resources and energy reserves in my country and the high dependence on energy imports, energy security is relatively low. In line with the global wave of energy conservation and regulatory requirements, the implementation of energy conservation, carbon reduction and green energy transformation is a goal that enterprises must achieve. This study takes the four types of green energy developed by the Chinese government, including wind power, solar photovoltaic, hydropower, and biomass power generation systems as the research scope. Using the method of online questionnaire survey, we can understand consumers' awareness of green energy and their attitudes towards green energy transformation of enterprises, and further analyze the impact of enterprise energy transformation on brand image. Through the distribution of online questionnaires, 358 valid questionnaires were finally collected in this study. The results of the analysis are as follows: 1. There is a significant difference in education level in Taiwan's awareness of renewable energy wind power and photovoltaic policies. There are significant differences in the degree of cognition of green energy transformation among different occupations. 2. Gender differences in what companies should do in energy transition. 3. Enterprises' energy transformation practices that affect brand image are based on the establishment of solar power generation as the key factor, followed by the replacement of LED energy-saving lamps and the passing of the ISO14001 environmental management system certification. 4. Consumers with different levels of awareness of green energy transformation have different corporate energy transition practices that affect their brand image. For consumers with low levels of awareness of green energy transformation, the establishment of solar power generation by enterprises has a positive impact on the overall brand image. Significant impact. For consumers with a high degree of awareness of green energy transformation, the establishment of solar power generation, the replacement of LED energy-saving lamps and the passing of ISO14001 environmental management system certification have a significant impact on the overall dimension of the brand image. Keywords: green energy transformation, carbon reduction, brand image.