探討台灣中部地區便利商店綠色行銷與環境倫理之關係

The Relationship between Green Marketing and Environmental Ethics about Convenience Stores in Central

賴麗香(Li-Hsiang Lai) ； 張晨瑀(Chen-Yu Chang) ； 楊舒評(Shu-Ping Yang) ； 江翊榕(Yi-Rong Jiang) ； 梁佑如(Yu-Ju Liang) ； 林虹汝(Hung-Ju Lin) ； 許嘉軒(Jia-Syuan Hu)

《創新與經營管理學刊》 3卷2期 (2012/12) Pp. 85-102

https://doi.org/10.6270/JIBM.2012.3(2)85

摘要

本研究旨在於探討消費者的環保涉入意識與環保涉入行為對商店環保措施認同度的影響，以及企業環保形象、商店環保措施認同度與企業環保責任對商店環境倫理認同度的影響關係。本研究以台灣中部地區的消費者為對象，採用問卷調查法，蒐集474份有效樣本；經差異性分析與影響性分析，獲得以下結論：一、未婚族群、20歲以下的族群、1萬元以下的族群、學生族群等期許中部地區便利商店應更加強環保措施與提升商店環境倫理。二、消費者環保涉入行為越高對於便利商店的環保措施認同度越高，而消費者對於便利商店的企業環保責任認同度越高，則對於便利商店的環境倫理之認同度越明顯。因此便利商店應積極配合政府的環保宣導與教育，提升消費者環保涉入行為，促使消費者更為認同商店的環保措施，也應加強企業環保責任，藉由影響性關係，爭取消費者對於便利商店環境倫理之認同，不但可以提升便利商店的企業環保形象，又可以增加消費者的忠誠度，有助於便利商店營收之成長。

關鍵字

環保涉入意識 ； 企業環保責任 ； 環境倫理 ； 綠色行銷

並列摘要

The purpose of this study was to explore consumer awareness of environmental involvement of convenience stores, environmental protection and involvement in corporate environmental image, actions corporate environmental responsibility, actions the impact of store environmental initiatives and environmental ethics. In this study, consumers of the central region of Taiwan were surveyed, A questionnaire was used to collect 474 valid samples; difference analysis and impact analysis. Based on the results of the questioning following conclusions were reached: First, the environmental protection measures, environmental ethics, unmarried populations under the age of 20 ethnic groups, groups of less than $ 10,000, the student group, the expectations of the central region convenience stores should be more to strengthen environmental protection measures, and enhance environmental ethics. Second, the impact of consumer behavior, the study found that consumers environmental involvement in the behavior of the higher requirements for environmental protection measures for the convenience store the higher. And consumers for the convenience store corporate environmental responsibility the higher the degree of recognition of the environmental ethics of recognition for the convenience store is more obvious. Convenience stores should be strengthened corporate environmental responsibility, fight for consumer recognition for the environmental ethics of convenience stores by the impact of sexual relations; not only can enhance the convenience store corporate environmental image, and increase the loyalty of consumers, contribute to the revenue the growth.

並列關鍵字

awareness of environmental involvement ； corporate environmental responsibility ； environmental ethics ； green marketing