隨著全球綠色消費意識崛起,並帶動綠色市場的成長。企業為了掌握新興的商業契機,不斷的開發綠色產品,增加品牌的差異性,進而達到企業永續發展。 本研究之研究目的,如下: 一、探討台灣企業的綠色品牌行銷之執行程度; 二、探討台灣企業的綠色品牌行銷與環境管理之間的關係; 三、探討台灣企業的綠色品牌行銷與企業永續發展之間的關係; 四、推展環境與企業並存的理念。 挑選49家已獲得環保標章之上市公司為研究對象,利用迴歸分析,以企業永續發展為依變數,綠色品牌行銷與環境管理為自變數,企業規模、營運效率及廣告支出為控制變數,經研究發現,企業若確實實施環境管理,則可提升綠色品牌行銷的執行程度。而且,企業可以透過企業規模的大小以及廣告支出的增加,提升綠色品牌行銷的執行程度,進而達到企業永續發展之目標。
In recent years, the impulse to go green is spreading faster than a morning glory. Even the green goods that have caught on have tiny market shares. Corporations can reap multiple benefits by going green. They can enhance their green brands, and improve the performance of sustainable development. The following is the research purpose of this study: 1. Explore the degree of enforcing green brand marketing from Taiwanese enterprises. 2. Explore the relationship of green brand marketing and environmental management from Taiwanese enterprises. 3. Explore the relationship of green brand marketing and corporate sustainable development from Taiwanese enterprises. 4. Extend the concept of the coexistence between environment and business. The research object is 49 listed companies who have obtain the ecolabelling certification. The multi-regression analysis in statistics is mainly adopted in this study. The independent variables are green brand marketing and environmental management. The dependent variable is corporate sustainable development. And, the control variables are firm size, operating efficiency and advertising expenditure. The results reveal that the correlation between green brand marketing and corporate environmental management is positive. It means that enterprise with higher performance of environmental management will also have higher degree of enforcing green brand marketing. Moreover, the size of business and advertising expenditure make green brands marketing to achieve the goal of corporate sustainable development.