綠色導向與新產品績效之關連：綠色形象之中介效果

The Relationship between Green Orientation and New Product Performance: The Mediating Effect of Green Image

謝昕珆(Hsieh, Hsin-Yi)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

隨著技術的快速發展與環境的過度開發，環境議題日顯重要，消費者對環境的關心轉化為對「綠色」產品的需求，「綠色行銷」(green marketing)逐漸成為行銷管理研究上一個重要議題。本研究將藉由「利害關係人」(stakeholder)重新整合不同的觀點，提出一個全面性的概念--「綠色導向」(green orientation, GO)。本研究擬將區分綠色導向為五個要素，同時探討綠色導向如何影響新產品績效?再者，本研究將檢視綠色形象在其間的中介效果(mediating effect)以及技術能力與外部環境的干擾效果(moderating effect)。
本研究以製造業為主要研究對象回收143份有效問卷，經由階層迴歸(hierarchical regression method)分析結果發現綠色導向與新產品績效間呈現正向關係，而綠色導向可藉由綠色形象正向影響新產品績效。本研究的主要貢獻對綠色行銷作一個整合性的回顧並提出綠色導向的概念，而研究結果有助於業者瞭解綠色導向與新產品績效間之連結關係。

關鍵字

綠色導向 ； 綠色行銷 ； 綠色形象 ； 新產品績效

並列摘要

Along with the rapid technology change and environment over exploited, environmental issues becoming important. Consumers’ concern of environment is become the need of green products. Green marketing becomes an important issue of marketing management’s study. Our study integrates all respects through stakeholders and brings up a new concept-green orientation. Furthermore, we will examine the mediating effect of green image on green orientation and new product performance. In the meantime, we also discuss the moderating effect of technology capability and external environment on green orientation and new product performance.
Our study collects 143 valid returned samples from manufacturing industry. We use multiple regression to test hypothesis. The results show that green orientation has positive effect on new product performance. And green image has mediating effect between green orientation and new product performance. Our study gives an complete review of green marketing and brings up「green orientation」. The result of study also can help management to understand the relationship between green orientation an new product performance detailed.

並列關鍵字

green orientation ； green marketing ； green image ； new product performance

參考文獻

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