在環境保護議題的發燒下，消費者的環保意識日漸高漲，越來越多的廠商及消費者都注意到環境保護與永續發展的重要性，而綠色行銷正是順應此潮流，所發展出的一種新的行銷方式，因此，以消費者觀點探討綠色行銷的相關議題，將有助於企業發展該綠色策略。
而近年來，各企業為推廣綠色產品，都積極採取許多綠色行銷活動吸引消費者的目光，同時也把綠色的概念，傳遞教育消費者，提昇企業在消費者心目中良好的形象，利用企業行銷活動，促使消費者更能接受並消費綠色產品。本研究的研究目的有二：(1)瞭解企業綠色行銷活動對企業形象與購買意圖的影響；(2)研究企業形象對消費者購買意圖之關係。
在參考過去文獻後，本研究將綠色行銷活動構念以「對綠色產品的環境知覺」、「通路知覺」、「價格知覺」與「促銷知覺」四大構面加以分析探討對企業形象與購買意圖間的關係。
本研究實證分析之資料採便利抽樣抽樣法，以省油汽車為實證對象使用網路與紙本問卷的方式進行資料蒐集，共收集有效問卷363份，並使用結構方程模式(SEM)進行模式檢定與路徑分析。
實證結果顯示：(1)消費者的「綠色產品的環境知覺」與「通路知覺」會對「企業形象」產生正向影響；(2)「價格知覺」對「購買意圖」產生正向影響；(3)「促銷知覺」皆對「企業形象」與「購買意圖」的正向影響效果；(4)「企業形象」對「購買意圖」也成正向影響效果。研究管理意涵：發現「企業形象」在「綠色產品的環境知覺」與「通路知覺」分別有完全中介與部份中介的效果，表示在此部份消費者需透過企業形象才能對綠色產品產生購買意圖，並在最後提出相關管理意涵與未來研究之相關建議。

Under the trend of the rise of consumer environmentalism and the strict international regulations, these brought challenges to the companies in Taiwan. Therefore, green marketing will play an important role nowadays. The purpose of this study explores the performance of green marketing activities bring positive effects to corporate image and purchase intention. According to the literature, this study divides the constructs of green marketing activities into four dimensions including environmental perception of green products, perception of price, perception of place and perception of promotion. We adopt structural equation modeling (SEM) to analyze data. A total of 363 questionaries are valid. The results show that environmental perception of green products and perception of place are significantly correlated with corporate image. Then perception of price is significantly correlated with purchase intention. After that perception of promotion is significantly correlated with corporate image and purchase intention. Furthermore, environmental perception of green products and perception of promotion play moderating roles between corporate image and purchase intention. Further research implications would be explored next in the text.

目錄
致謝詞 I
中文摘要 III
英文摘要 IV
目錄 V
圖次 VII
表次 VIII

第壹章 緒論
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 章節架構 6
第貳章 文獻探討
第一節 綠色行銷 7
第二節 綠色產品 15
第三節 企業形象 23
第四節 購買意圖 26
第參章 研究方法
第一節 研究架構 27
第二節 研究假說 28
第三節 變數的操作性定義與衡量 33
第四節 問卷設計 38
第五節 資料蒐集 41
第六節 資料分析方法 44
第肆章 實證研究
第一節 敘述性分析 57
第二節 測量信度與效度分析 65
第三節 模型檢定結果 72
第四節 小結 82
第伍章 結論與建議
第一節 研究發現 84
第二節 策略意涵 86
第三節 研究貢獻 88
第四節 研究限制 89
第五節 後續研究建議 90
文獻探討 92
附錄A 104
附錄B 105

一、中文部份：
1.方嘉琳(2005)，由消費者觀點探討住宅產品綠色行銷之研究，國立高雄大學都市發展與建築研究所未出版碩士論文。
2.吳明隆(2003)，SPSS統計應用學習實務-問卷分析與應用統計，初版，台北：知城。
3.吳貞萱(2005)，量販店與連鎖便利商店消費者對綠色行銷之反應研究，私立大葉大學事業經營研究所未出版碩士論文。
4.呂憶皖(1992)，綠色廣告大觀園，廣告雜誌，17，82-87。
5.李韋達(2004)，從行銷活動、企業形象探討品牌權益與品牌價值鏈之關聯性研究，國立臺北大學企業管理研究所未出版博士論文。
6.周文賢(2002)，多變量統計分析--SAS/STATISTIC，初版，台北：智勝文化。
7.林美娟(2007)，購買有機化妝品行為之研究－信任模式與綠色行銷整合之檢視，國立臺北大學企業管理研究所未出版碩士論文。
8.林清山(1988)，「驗證性因素分析的理論及應用：修訂魏氏兒童至力量表之驗證性因素分析」，測驗年刊，35，117-136。
9.邱皓政(1997)，「態度測量與心理測驗發展與檢驗的新趨勢：結構方程模式的應用」，世新學報，7，61-95。
10.邱皓政(2003)，結構方程模式—LISREL的理論、技術與應用，初版，台北：雙葉書廊。
11.胡金忞(2007)，知覺信心與知覺犧牲對於提高消費者購買環保產品意願之研究，國立成功大學國際企業研究所未出版碩士論文。
12.胡采蘋譯(2008)，「Will There Be Enough Production Capacity?」，商業週刊，1064，198-206。
13.徐全仁(2007)，「低碳變黃金」，遠見雜誌，255，234-300。
14.高明瑞、黃俊英、楊東震、黃義俊 (2007)，綠色行銷，初版，台北：國立空中大學。
15.商仁(1992)，「什麼是綠色行銷？」，廣告雜誌，17，56-58。
16.陳正昌、程炳林、陳新豐、劉子鍵(2005)，多變量分析方法—統計軟體應用，四版，台北：五南。
17.郭正雄(2006)，以Kano模式與綠色行銷觀點探討有機專賣店之顧客需求，私立朝陽科技大學企業管理所未出版碩士論文。
18.陳光榮(1997)，「綠色行銷─21世紀行銷的新主流」，貿易週刊，1750，18-21。
19.郭財吉(2001)，「淺談環境保護與工業設計─綠色工程設計與綠色行銷」，科學發展月刊，29(10)，724-728
20.陳鈺慈(2006)，綠色產品整合行銷傳播模式與消費者認知之關聯性研究，私立大葉大學事業經營研究所未出版碩士論文。
21.黃芳銘(2003)，結構方程模式理論與應用，二版，台北：五南。
22.黃俊英(1999)，「綠色行銷─環保熱潮下的行銷對策」，動腦，281，37-40。
23.黃俊英(2002)，行銷學的世界，初版，台北：天下遠見。
24.黃惠琳(2007)，環保標章對於消費者購買決策之影響，私立育達商業技術學院企業管理所未出版碩士論文。
25.廖家新(2003)，台灣地區消費者對綠色產品的認知與購買行為之調查研究，國立高雄師範大學環境教育研究所未出版碩士論文。
26.廖雲雲、徐木蘭、陳朝福(1997)，「企業綠色行銷評鑑指標建立之研究」，中國行政，61，1-30。
27.蔡瓊嬅(1998)，消費者對不同綠色廣告之廣告態度研究—以台北市三所國立大學學生為例，國立交通大學管理科學所未出版碩士論文。
28.鄺芝綺(2007)，公部門綠色行銷認知、綠色產品偏好及綠色產品採購量關係之研究，國立臺北大學企業管理研究所未出版碩士論文。
29.魏文欽、柯玉鳳(2008)，「消費態度與綠色消費者行為因果關係之實證研究」，International Journal of LISREL，1(1)，23-42。
二、英文部份
1.Abdul-Muhmin, A.G. (2007), “Explaining consumers’ willingness to be environmentally friendly”, International Journal of Consumer Studies,31, 237-247.
2.Ajzen, I., and Fishbein, M. (1980), Understanding attitudes and predicting behavior,Englewood Cliffs, NJ: Prentice-Hall.
3.Anderson, T. W., and Gerbing, D. W. (1988),”Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, 103,411-423.
4.Bagozzi, R.P., and Yi, Y. (1988), “On The Evaluation of Structural Equation Models“, Academic of Marketing Science, 16,79-94.
5.Bamberg, S. (2003),”How does environmental concern influence specific environmentally related behaviors? A new answer to and old question”, Journal of Environmental Psychology, 23, 21–32.
6.Barich, H., and Kotler, P. (1991), “A framework for marketing image management” ,Sloan Management Review, 32(2), 94-104.
7.Baron, R. M., and Kenny, D. A. (1986) ,”The moderator–mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, 51,1173–82.
8.Baumann, H. , Boons, F. and Bragd, A. (2002), “Mapping the green product development field: engineering, policyand business perspectives”, Journal of Cleaner Production,10,409-425.
9.Becker-Olsen, K. L. (1998), “Corporate sponsorship: A look at the moderating effects of fit and reach on image and purchase intentions” , Lehigh University,1-167 .
10.Bentler, P. M. (1989), EQS Structural Equations Program Manual, Los Angeles, CA:BMDP.
11.Bentler, P. M. (1995), EQS: Structural equation program manual, Encino, C.A.: Multivariate Software.
12.Bentler, P. M., and Bonett, D.G. (1980),”Significance tests and goodness of fit in the analysis of covariance structure”, Psychological Bulletin, 88, 588-606.
13.Bentler, P. M., and Chou, C. P. (1987),” Practical issues in structural modeling”, Sociological Methods & Research, 16, 78-117.
14.Berger, I. (1993), “The relationship between environmental attitudes and behaviour”, Canadian Journal of Marketing Research,12,36-43.
15.Blackwell, R. D., Miniard, P.W., and Engel, J. F. (2001), Consumer Behavior, 9th ed, Harcourt.
16.Bohlen, G., Diamantopolous, A., and Schlegelmilch, B. (1993), “Consumer perceptions of the environmental impact of an industrial service”, Marketing Intelligence & Planning,11(1), 37-48.
17.Boomsma, A. (1983), On the robustness of LISREL (maximum likelihood estimation against small sample size and nonnormality, Amsterdam: Sociometric Research Foundation.
18.Bowen, H. (1953), Social Responsibilities of the Businessman, New York: Harper and Row.
19.Carmines, E. G., and Mclver, J. P. (1981), “Analyzing models with unobserved variables: Analysis of covariance structure.” In G.W. Bohrnstedt and E. F. Borgatta (eds.), Social measurement: Current issue. Beverly Hills,CA:Sage,65-115
20.Chan, R.Y. (2001), “Determinants of Chinese consumers – green purchase behaviour”, Psychology& Marketing, 18(4), 389-413.
21.Charter, M. (1992), Greener Marketing: a Responsible Approach to Business, Greenleaf: Sheffield.
22.Charter, M., Elvins, L., and Adams, G. (2004), “Sustainable Marketing: Understanding the Obstacles to and Opportunities for Involvement of Marketing Professionals in Sustainable Consumption”, Society of Non-traditional Technology, Tokyo.
23.Chen, Y. S., Lai, S. B., and Wen, C. T. (2006) ,”The Influence of Green Innovation Performance on Corporate Advantage in Taiwan”, Journal of Business Ethics, 67 (4), p331-339.
24.Coddington, W. (1990),”Market segmentation of green consumers in Hong Kong”, Journal of International Consumer Marketing,12(2),7-24.
25.Cooper, D. R., and Schindler, P. S. (2003),Business Research Method, 8th ed,McGraw-Hill.
26.Cornwell,T. B., and Coote, L. V. (2005),” Corporate sponsorship of a cause:the role of identification in purchase intent”, Journal of Business Research,58,268-276.
27.D’Astous, A., Ahmed, S. A., Valence, G., and Houde, F. (1997), “Assessing the impact of the ecological factor on consumer behavior: a multiattribute approach”, in Arnott, D., Doyle, D.,Shaw, V. and Wensley, R. (Eds), Proceedings of the XXVIth Annual Conference of the European Marketing Academy, 1, 287-301.
28.D’Souza, C., Taghian, M., and Khosla, R. (2007), “Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention”, Journal of Targeting, Measurement and Analysis for Marketing,15(2),69-78.
29.D’Souza, C., Taghian, M., Lamb, P., and Peretiatkos, R. (2006), “Green products and corporate strategy: an empirical investigation”, Social and Business Review, 1(2),144-157.
30.Davies, J. (1993), “Strategies for environmental advertising”, Journal of Consumer Marketing, 10 (2), 19-36.
31.Davis, K., and Bloomstrom, R. L. (1975), Business and Society: Environment and Responsibility, 3rd ,New York:McGraw Hill.
32.Dessler, G. (2002), A Framework for Management, 2nd ed, Pearson.
33.Dichter, E. (1985),” What's in an image? “,Journal of Consumer Marketing, 2(1), 75-81.
34.Dodds, W. B., Monroe, K. B. and Grewal, D. (1991), “The effects of price,brand, and store information on buyers’ product evaluations” , Journal of Marketing Research, 28(8), 307-319.
35.Dunlap, R. E., and van Liere, K. (1978),” The new environmental paradigm”, Journal of Environmental Education, 9, 10–19.
36.Finn, D. (1961),” The price of corporate vanity”, Harvard Business Review, 39, 135-143.
37.Fitzgerald, K.(1993), “It’s green, it’s friendly, it’s wal-mart, eco-store”, Advertising Age, 1, 44.
38.Fornell, C., and Larcker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-50.
39.Fraj, E., and Martinez, E. (2007), “Ecological consumer behaviour: an empirical analysis”, International Journal of Consumer Studies,31,26-33.
40.Friedman, M. (1970), “The Social Responsibility of Business Is to Increase Its Profits” , The New York Times Magazine,13, 32-126.
41.Gray, E. R., and Balmer, J. M. T. (1998), “Managing corporate image and corporate reputation”, Long Range Planning ,31(5), 695-702.
42.Griffin, G. (2002).” Image: It’s all in the mind”, Instant and Small Commercial Printer, 21(8), 12-15.
43.Hair, J. F., Black, W. C., Babin, J. B., Anderson, R. E., and Tatham, R. L. (2006), Multivariate Data Analysis,6th ed, N.J.: Pearson Education Inc.
44.Hart, S. (1995),”A Nature-Resource-Based View of the firm”, Academy of Managament Review,20(4),986-1014.
45.Hart, S. (1997),”Beyond greening: strategies for a sustainable world”, Harvard Business Review, 75, 66–76.
46.Hartmann, P., Ibanez, V. A., and Sainz, F. J. F. (2005),”Green branding effects on attitude: functional versus emotional positioning strategies”, Marketing Intelligence & Planning,23(1),9-29.
47.Hawkins, D. I., Best, R. J., and Coney, K. A. (2001), Consumer behavior: Building marketing strategy , 8th ed, McGraw Hill.
48.Henion, K. E., and Kinnear, T. C. (1976), Ecological Marketing, Chicago, American Marketing Association.
49.Hosmer, L. T. (1994),”Strategic Planning as if Ethics Mattered”, Strategic Management Journal,15(5),17-34.
50.Hu, L. T., and Bentler, P. M. (1995), ”Structural Equation Modeling:Concept,Issue and Applications”,Evaluating Model Fit,76-99.
51.Hu, L. T., and Bentler, P. M. (1999), “Cutoff Criteria for Fit Indexes in Covariance Structural Analysis: Conventional Criteria versus New Alternatives”, Structural Equation Modeling, 6(1), 1-55.
52.Jain, S. K., and Kaur, G. (2003). “Strategic green marketing : How should business firms go about adopting it?”, Indian Journal of Commerce, 55(4),1-16.
53.Jorekog, K. G., and Sorbom, D. (1993), LISREL8.14:Structural equation modeling with the SIMPLIS command language, Chicago: Scientific Software International.
54.Joreskog (1973), A general method for estimating a linear structural equation system, In A. S. Goldberger and O.D. Duncan(Eds.), Structural equation models in the social science, New York:Academic
55.Kalafatis, S. P., Pollard, M., East, R., and Tsogas, M. H. (1999), “Green marketing and Ajzen's theory of planned behaviour: a cross-market examination”, Journal of Consumer Marketing, 16(5), 441-460.
56.Kangun, N., Carlson, L., and Grove, S. (1991), “Environmental advertising claims: a preliminary investigation”, Journal of Public Policy and Marketing, 10 (2), 47-58.
57.Karna, J., Hansen, E., and Juslin, H. (2003), “Environmental activity and forest certification in marketing of forest products – a case study in Europe”, Silva Fennica, 37(2), 253–267.
58.Keh, H.T., and Xie, Y. (2008), “Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment”, Industrial Marketing Management, In Press, Corrected Proof, Available online 8 April.
59.Kimery, K. M., and McCord, M. (2002), “Third-party assurances: Mapping the road to trust in e-retailing”, Journal of Information Technology Theory and Application, 4(2), 63-82.
60.Kotler, P. (1982), Marketing for Nonprofit Organization, 2nd ed , NJ: Prentice-Hall, Englewood Cliffs.
61.Kotler, P., and Keller, K. L. (2006), Marketing Management, 12th ed, Pearson.
62.Kotler, P., and Lee, N. (2005), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Hoboken, NJ: Wiley.
63.Laroche, M., Bergeron, J., and Barbaro-Forleo, G. (2001),”Targeting consumers who are willing to pay more for environmentally friendly products”, The Journal of Consumer Marketing, 18(6),503-520
64.Long, J. C. (1983), Confirmatory factor analysis, CA:SAGE.
65.MacInnis, D. J., and Price, L. L. (1987),” The role of imagery in information processing: review and extensions”, Journal of Consumer Research ,13,473-491.
66.Mackenzie, S. B., Podsakoff, P. M., and Fetter, R. (1993),”The Impact of Organizational Citizenship Behavior on Evaluations of Salesperson performance”, Journal of Marketing, 57(1), 70-80.
67.Mandese, J. (1991), “New study finds green confusion”, Advertising Age, 62(45), 1-56.
68.Mason, J. C. (1993),”What Image Do You Project?” , Management Review, 82(10), 10-11.
69.McQuarrie, E. F. (1998), ”An alternative to purchase intention: the role of prior behavior in consumer expenditure on computers”, the journal of the market research society, 30,407-435.
70.McWilliams, A., and Siegel, D. (2000),” Corporate social responsibility and financial performance: correlation or misspecification?” , Strategic Management Journal , 21,603–609.
71.Menon, A., and Menon, A. (1997), “Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy”, Journal of Marketing, 61, 51-67.
72.Menon, A., Menon, A., Chowdhury, J., and Jankovich, J. (1999), “Evolving paradigm for environmental sensitivity in marketing programs: a synthesis of theory and practice”, Journal of Marketing Theory and Practice, 7(2), 1-15.
73.Morwitz, V. G., and Schmittlein, D. (1992), “Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy?”, Journal of Marketing Research, 29(4), 391-405.
74.Myburgh-Louw, J., and O’Shaughnessy, N. J. (1994),” Consumer perception of misleading and deceptive claims on the packaging of ‘green’ fast moving consumer goods”, in Achrol , R. and Mitchell, A.(Eds),AMA Summer Educators’ Conference Proceedings, American Marketing Association, Chicago, 1L,5,344-353.
75.Nguyen, N., and Leblanc, G. (2001), “Corporate image and corporate reputation in customers' retention decisions in services”, Journal of Retailing and Consumer Services, 8, 227-236.
76.Nunnally, J. (1978), Psychometric Theory, 2nd ed, New York: McGraw-Hill.
77.Ottman, J. A, Stafford, E. R., and Hartman, C. L. (2006),”Avoiding green marketing myopia: ways to improve consumer appeal for environmentally preferable products”,Environment,48(5),22-36.
78.Ottman, J. A. (1998), Green marketing: Opportunity for innovation, NTC: Contemporary Publishing Company.
79.Peattie, K. (1992), Green marketing, London: Pitman Publishing.
80.Peattie, K. (1995), Environmental Marketing Management, London:Pitman,.
81.Peattie, K., and Crane, A. (2005),”Green marketing: legend, myth, farce or prophesy?”, Qualitative Market Research, 8(4),357-370.
82.Pickett, G. M., Kangun, N., and Grove, S. J. (1995), “An examination of the conserving consumer: implications for public policy formation in promoting conservation behavior”, in Polonsky, M.J. and Mintu-Wimsatt, A.T. (Eds), Environmental Marketing: Strategies,Practice, Theory, and Research, The Haworth Press, New York, NY, 77-99.
83.Polonsky, M. J. (1994), “An introduction to green marketing”, Electronic Green Journal, 1(2), Available only on the Worldwide Web: http://gopher. nidaho.edu/1/libgopher/hibrany/egj.
84.Pope, N. K. U., and Voges, K. E. (2000),” The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention”, Sport Marketing Quarterly, 9(2),96-102.
85.Porter, M. E., and Kramer, M. R. (2006). “Strategy and society”, Harvard Business Review, 84, 78–92.
86.Porter, M., and Van der Linde, C. (1995), “Toward a new conception of the environment-competitiveness relationship”, Journal of Economic Perspectives, 4, 97-118.
87.Pride, W., and Ferrel, O. (1993), Marketing, 8th ed., Boston: Houghton Mifflin.
88.Reed, P. (2003), Strategic Marketing Planning, Thomson Learning Australia: Melbourne.
89.Rivera-Camino, J. (2006),” Re-evaluating green marketing strategy: a stakeholder perspective”, European Journal of Marketing, 41, 11/12, 1328-1358.
90.Shrivastava, P. (1995),” Environmental Technologies and Competitive Advantage”, Strategic Management Journal, 16(Special issue), 183–200.
91.Spears, N., and Singh, S. N. (2004), “Measuring Attitude Toward the Brand and Purchase Intentions”, Journal of Current Issues and Research in Advertising, 26(2),53-66
92.Suchard, H. T., and Polonski, M. J. (1991),”A theory of environmental buyer behavior and its validity: the environmental action-behavior model” , in Gilly, M.C. et al.(Eds), AMA Summer Educators’ Conference Proceedings, American Marketing Association, Chicago, 1L,2,187-201.
93.Vos, M. F. (1992), The corporate image concept: A strategic approach, Dissertation Wageningen University, Utrecht, The Netherlands: Lemma.
94.Walker, R., and Hanson, D. (1998) ,“Green marketing and green places: a taxonomy for the destination marketer”, Journal of Marketing Management, 14(6), 623-39.
95.Wasik, J. (1992), “Green marketing: marketing is confusing, but patience will pay”, Marketing News, 26(21), 16-18.
96.Weigl, R. H., and Weigl, J. (1978) ,”Environmental concern: the development of a measure”, Environmental and Behavior, 10, 3–15.
97.Yuille, J. C., and Catchpole, M. J. (1977),” The role of imagery in models of cognition”, Journal of Mental Imagery, 1, 171-180.
98.Zeithaml, V. A., Berry, L. L, and Parasuraman, A. (1996), “The behavioral consequences of service quality “, Journal of Marketing, 60(2), 31-46.

三、網站部份
1.ANYA HINDMARCH：http://www.anyahindmarch.com/。
2.hybrid CARS：http://www.hybridcars.com/。
3.TOYOTA：http://www.toyota.com.tw/。
4.經濟部節能標章網站：http://www.energylabel.org.tw。
5.交通部：http://www.motc.gov.tw/。
6.行政院主計處：http://www.dgbas.gov.tw/mp.asp?mp=1。
7.行政院環保署：http://www.epa.gov.tw/。
8.經濟部中小企業處：http://www.moeasmea.gov.tw。