企業推行綠色行銷在消費者滿意度及品牌形象中介效果下對企業競爭力影響之研究-以台灣星巴克咖啡為例

The influence of customer satisfaction and brand image in Green marketing on Enterprise Competitiveness : a case study on Taiwan Starbucks

馬銪男(Eu-Nan Ma)

指導教授 ： 黃營杉

共同指導教授 ： 王正華

長榮大學/管理學院/經營管理研究所(博)/碩士(2011年)

摘要

隨著消費者環保意識提高以及政府制定環境保護相關法令，環保議題是近年來的趨勢。全球瀰漫著對環境的省思及關心，且隨著氣候變遷，環保不再只是個議題，而是個問題需要人類去解決。當新聞節目不斷發送、談論著因人類過度開發所引起大自然的反撲，人們開始思考如何補救。政府部門開始呼籲節能減碳，人民也開始要求政府及企業實質的落實綠色行動。人們漸漸明白要改善環境是可從每天的最基本的消費行為做起。愈來愈多的企業投入綠色產業。所以綠色行銷已成企業必用的策略之一。大多數的綠色行銷理論皆認為成功的綠色行銷可讓消費者支付多點費用購買該產品。但在台灣市場上是否也是如此？就此議題，本研究首先整理出國內外綠色行銷的相關理論及演變，並且討論綠色供應鍊及綠色標籤等議題，以藉此更進一步的比較傳統行銷及綠色行銷的不同。
在眾多學術論文上，大多支持綠色行銷可為企業帶來眾多優勢，但是仍有企業對綠色行銷保持懷疑態度，因此本研究將深入探討綠色行銷各個層面並介紹綠色行銷的起源、演變以及綠色標籤與綠色供應鏈等相關議題並更進一步從消費者滿意度、品牌形象及企業競爭力加以探討綠色行銷及此三因素之間的關係。本研究以星巴克為研究對象並以問卷方式到星巴克各門市調查，且以SEM進行問卷數據分析。本研究目的是希望藉由探討綠色行銷、消費者滿意度、品牌形象及企業競爭力之間的關係。以了解綠色行銷對企業之影響及優勢。本研究實證預期結果如下:
1. 企業推動綠色行銷對消費者滿意度有顯著相關
2. 企業推動綠色行銷對品牌形象顯著相關
3. 綠色行銷透過消費者滿意度對企業競爭力有顯著正向關係
4. 綠色行銷透過品牌形象對企業競爭力有顯著正向關係
5. 綠色行銷對企業競爭力有顯著相關
本研究目的是希望藉由探討綠色行銷、消費者滿意度、品牌形象及企業競爭力之間的關係。以了解綠色行銷對企業之影響及優勢。

關鍵字

綠色行銷 ； 品牌形象 ； 消費者滿意度 ； 企業競爭力

並列摘要

Challenged by increasingly accelerating rates of consumers’ environmental concerns and practice of new environmental protection laws set by the government, a great number of enterprises devote themselves in green industries. To effectively expand market shares, green marking has become one of critically significant strategies applied by firms that seek to have steady market growth. Most of academic literature has reached a consensus that proves the advantage green marketing has brought to companies. However, despite of these academic supports, some firms still remain skeptical to the benefits of developing environmentally friendly products and the complexity of integrating green products into existing marketing, which causes a dispute of whether it is worth being “green.” Therefore, this study presents each phase of green marketing through explicitly discussing its origin, evolutions and its development in recent years. Furthermore, this paper investigates the relationship between green marketing and three selected main factors: customer satisfaction, brand image and enterprises competitiveness. A case study targeted in the customers of Starbucks Coffee is performed through questionnaires and analyzed by SEM with an aim to understand how the green marketing of Starbucks Coffee has attracted consumers. Through exploring issues in green marketing and performing a case study, this article seeks to provide more findings of the relationship between green marketing, customer satisfaction, brand image and enterprises competitiveness for future studies and the firms that are about to invest themselves in environmental sustainability.

並列關鍵字

green marketing ； customer satisfaction ； brand image and enterprises competitiveness

參考文獻

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