分析漂綠對於綠色聲譽之負向影響：綠色滿意度與綠色認知價值之中介效果

The influence of green wash on the green reputation: The mediation effects of green satisfaction and green perceived value

賴碧玉(Pi-Yu Lai)

指導教授 ： 梁世安 教授 ； 陳宥杉 教授

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

本文探討漂綠對綠色聲譽的影響、論述綠色滿意度和綠色的認知價值的調解作用。結果表明漂綠與綠色聲譽負相關。因此，這項研究表明公司必須降低他們漂綠行為，提高其公司的綠色聲譽。此外，本研究發現綠色滿意度和綠色認知價值正向調解綠色聲譽。試驗結果也表明綠色滿意和綠色認知價值會積極影響綠色聲譽。它意味著綠色的聲譽並不僅直接受漂綠影響，但也間接通過綠色滿意度和綠色的認知價值的影響。因此，如果公司想要減少漂綠與綠色信譽的負面關係，他們需要增加消費者綠色滿意度和綠色的認知價值。
本研究主要目的為以下五點：(1) 探討漂綠對綠色滿意度對之影響；(2) 探討漂綠對綠色聲譽之影響；(3) 探討漂綠對綠色認知價值之影響；(4) 探討綠色滿意度之中介效果；(5) 探討綠色認知價值之中介效果。
本研究以隨機發放問卷方式，共蒐集有效問卷505份，問卷所得調查結果採用SPSS 21.0為主要分析工具。並且使用驗證性因素分析(Confirmatory Factor Analysis, CFA)進行信度檢測及假說確證。
實證結果顯示：(1) 漂綠會負向影響綠色滿意度；(2) 漂綠會負向影響綠色聲譽；(3) 漂綠會負向影響綠色認知價值；(4) 綠色滿意度會正向影響綠色聲譽;(5) 綠色認知價值會正向影響綠色聲譽。本研究發現綠色滿意度、綠色認知價值具有完全中介效果，顯示綠色滿意度亦是驅使消費者進行綠色聲譽的重要因素，於是本研究的最後將提出管理策略意涵提供企業推行綠色行銷之具體建議。

關鍵字

綠色認知價值 ； 綠色滿意度 ； 漂綠 ； 綠色行銷 ； 綠色聲譽

並列摘要

This paper explores the influence of greenwash on green reputation and discussing the mediation roles of green satisfaction and green perceived value. The results show that greenwash is negatively affected green reputation. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their company’s green reputation. In addition, this study finds out that green reputation mediate the positive relationship between green satisfaction and green perceived value. The results also demonstrate that greenwash is negatively affect green satisfaction and green perceived value which would positively affect green reputation. It means that green reputation does not only negatively affect by greenwash directly but also positively influence it via green satisfaction and green perceived value indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green reputation, they need to increase their consumers’ green satisfaction and green perceived value
Main purpose of this study is to the following five points: (1) investigate the effects of greenwash to green satisfaction; (2) investigate the effects of greenwash to green reputation, and (3) explore the mediating effect of greenwash on green perceived value and (4) to investigate the mediating effect of green satisfaction; (5) explore the mediating effect of greenwash on green perceived value
The empirical results show that: (1) the greenwash negatively affect green satisfaction; (2) the greenwash negatively affect green reputation; (3) the greenwash negatively affect green perceived value (4) the green satisfaction positively affect green reputation, (5) the green perceived value positively affect green reputation. This study found that full mediating effects of green satisfaction, green perceived value is an important factor affect green reputation; in this study the final implications of proposed management strategy provides enterprise implementing green marketing suggestions.

並列關鍵字

Green perceived Value ； Green Satisfaction ； Greenwash ； Green Marketing ； Green Reputation

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