企業推行綠色行銷在消費者環保關心程度干擾下對企業形象及消費者忠誠度之影響—以宜家家居為例

The Influence of Green Marketing on Enterprise Image and Customer Loyalty: Ecological Concern as the Mediator —IKEA as an Example

林怡萱(Yi-Hsuan Lin)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100912

摘要

近年來政府大力推動綠色政策，越來越多的企業及消費者都注意到環境保護與永續發展的重要性，因此企業正興起綠色行銷的風潮，激起各方面對於環保的研究。本研究探究當企業推行綠色行銷對於消費者忠誠度之影響與企業形象之看法。
在各行各業之中，家居產品製作之材料與環境的關係甚為密切。近年來，消費者愈來愈邁向環保之生活型態，且在消費中秉持環保和永續的概念。家具業者也藉此抓住這波綠色商機，積極推出各種環保相關的綠色商品，與使用可回收之包裝材料以減少材料的消耗，進而塑造企業的良好聲譽。
本研究以2011年綠色品牌調查報告中被評為日常生活用品類中，最具環保概念的業者─宜家家居為例，研究對象為曾經有購買過宜家家居的消費者，驗證綠色行銷與企業形象及消費者忠誠度之關係，以及導入消費者對於環保的關心程度是否會對三者關係產生影響。使用AMOS及SPSS軟體以結構方程式(Structural Equations Model, SEM)分析方法進行實證研究。主要的研究發現有：
1.企業推行綠色行銷會正向影響企業形象及消費者忠誠度；
2.企業形象扮演著企業推行綠色行銷與消費者忠誠度之中介角色；
3.消費者對於環保關心程度會干擾企業推行綠色行銷與企業形象的影響。

關鍵字

消費者忠誠度 ； 環保關心程度 ； 企業形象 ； 綠色行銷

並列摘要

The thriving green conceptions which is under much effort the government makes exemplifies emphasis on environment protection and sustainable development, promoting green policies in recent years. The rise of corporate green marketing trend is aroused for the environment in all aspects of research. This study is to explores the views of consumers on the corporate implementation of the green marketing.
Among the industries, the materials of household products have close relationship with the environment. In recent years, more and more consumers’ lifestyle toward to environmental protection. They hold the concept of environmental protection and sustainable consumption. Furniture industries seize this wave of green business opportunities, so they actively produce a variety of green products which related to environmental protection. They also use recyclable packing materials to reduce material consumption, and thus shape the corporate reputation.
This study takes IKEA as an example which is the most environmentally friendly furniture industry according to 2011 Green Brands Survey. The sample subjects of this study are customers who have purchased the products of IKEA. Moreover, we employ the Structural Equations Model method to investigate the influence of green marketing on corporate image and customer loyalty. After the analysis, we found that: (1) the green marketing has positive association with corporate image and customer loyalty. (2) corporate image is a mediator between green marketing and customer loyalty. (3) the level of ecological concern moderates the relationship between the green marketing and corporate image.

並列關鍵字

Green Marketing ； Corporate Image ； Ecological Concern ； Customer Loyalty

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