臺灣博碩士論文加值系統

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。

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.

目 錄
摘要.....................................................................I
Abstract...............................................................II
目錄...................................................................III
表目錄...................................................................V
圖目錄.................................................................VII
第壹章 緒論............................................................ 1
第一節 研究背景與動機.................................................... 1
第二節 研究目的.......................................................... 4
第三節 研究流程.......................................................... 5
第二章 文獻探討.......................................................... 6
第一節 綠色行銷.......................................................... 6
第二節 消費者環保關心程度................................................ 10
第三節 企業形象.......................................................... 13
第四節 消費者忠誠度...................................................... 16
第三章 研究方法.......................................................... 19
第一節 研究架構.......................................................... 19
第二節 研究假設........................................................ 20
第三節 變數操作型定義................................................... 21
第四節 統計方法與問卷設計................................................ 24
第五節 統計方法與問卷設計................................................ 29
第四章 實證分析結果..................................................... 31
第一節 敘述性統計分析.................................................... 31
第二節 驗證性因素分析.................................................... 34
第三節 模型信度及效度檢定................................................ 38
第四節 模式驗證與假說檢定................................................ 41
第五節 消費者環保關心程度之干擾效果分析.................................. 45
第六節 企業形象中介效果驗證.............................................. 48
第七節 假說檢定結果探討.................................................. 51
第五章 結論與建議........................................................ 54
第一節 研究結論.......................................................... 54
第二節 管理意涵.......................................................... 56
第三節 研究限制與未來研究建議............................................ 57
參考文獻............................................................... 58
附錄：問卷............................................................... 65

表目錄
表1- 1 宜家家居環境保護策略............................................... 2
表2- 1 綠色行銷的發展.................................................... 6
表2- 2 綠色行銷之定義.................................................... 7
表2- 3 綠色行銷構面...................................................... 8
表2- 4 綠色行銷三構面.................................................... 8
表2- 5 企業綠化程度...................................................... 9
表2- 6 綠色產品之七項原則................................................. 9
表2- 7 消費者環保關心程度................................................. 11
表2- 8 綠色消費者類型.................................................... 11
表2- 9 企業形象之定義.................................................... 13
表2-10 企業形象四構面.................................................... 14
表2-11 企業形象三大構面................................................... 15
表2-12 消費者忠誠度定義................................................... 17
表2-13 消費者忠誠度之構面................................................. 18
表3- 1 企業綠色行銷操作型定義及衡量構面.................................... 21
表3- 2 消費者環保關心程度衡量構面.......................................... 22
表3- 3 消費者忠誠度操作型定義及衡量構面.................................... 22
表3- 4 企業形象操作型定義及衡量構面........................................ 23
表3- 5 門檻題問卷問項.................................................... 24
表3- 6 消費者環保關心程度問項.............................................. 25
表3- 7 綠色行銷問項...................................................... 26
表3- 8 企業形象問項...................................................... 27
表3- 9 消費者忠誠度問項................................................... 27
表3-10 有效問卷分配圖.................................................... 28
表4- 1 消費商品(複選) ................................................... 31
表4- 2 性別統計表........................................................ 32
表4- 3 年齡統計表........................................................ 32
表4- 4 職業統計表........................................................ 33
表4- 5 結構方程模式配適度指標.............................................. 34
表4- 6 異常問項因素負荷量表................................................ 35
表4- 7 異常問項SMC值表................................................... 35
表4- 8 綠色行銷相關變數刪除問項過程........................................ 36
表4- 9 企業形象模型配適值................................................. 36
表4-10 消費者忠誠度模型配適值.............................................. 37
表4-11 本研究測量模式分析................................................. 39
表4-12 區別效度......................................................... 40
表4-13 各變數平均數、標準差與相關係數表.................................... 43
表4-14 整體模型配適度指標................................................. 44
表4-15 研究假設檢定...................................................... 45
表4-16 異常問項因素負荷量表................................................ 45
表4-17 消費者環保關心程度相關變數刪除問項過程.............................. 45
表4-18 消費者環保關心程度之干擾效果........................................ 46
表4-19 消費者環保關心程度SEM之路徑係數.................................... 47
表4-20 研究假設檢定結果................................................... 51
表4-21 消費者環保關心程度干擾後對於假設檢定的影響.......................... 51
表5- 1 各構面路徑結果.................................................... 55


圖目錄
圖1-1 研究流程.......................................................... 5
圖3-1 研究架構.......................................................... 19
圖4-1 綠色行銷修正後模式路徑圖............................................. 41
圖4-2 企業形象模式路徑圖.................................................. 42
圖4-3 消費者忠誠度模式路徑圖............................................... 42
圖4-4 整體模型假設檢定.................................................... 44
圖4-5 中介效果示意圖..................................................... 48
圖4-6 中介效果驗證—綠色行銷對企業形象..................................... 49
圖4-7 中介效果驗證—綠色行銷對消費者忠誠度................................. 49
圖4-8 中介效果驗證—企業形象對消費者忠誠度................................. 49
圖4-9 中介效果驗證—綠色行銷、企業形象與消費者忠誠度....................... 50

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三、網路資料
行政院環保署：http://www.epa.gov.tw/。
宜家家居官網：http://www.ikea.com。
數位時代：http://www.hairoright.com/ch/html/images/medium/magazine/201104_bnext.pdf