隨著環保議題受到全球的重視，企業應思考如何將綠色永續觀念融入到管理的思維中。回顧過去文獻發現，有關綠色品牌的研究尚不多見，而且多數以綠色消費者為研究對象。本研究提出一個新構念- 綠色品牌管理，同時整合資源基礎觀點與動態能耐觀點，探討靜態資源與動態能耐如何影響綠色品牌管理。再者，本研究利用階層線性模式，分析部門的資源 (個體層次)，公司的動態能耐(團體層次)與綠色品牌管理之間的關係。
本研究採用問卷調查法，以台灣地區獲得環保標章 (綠色品牌) 的廠商為抽樣架構，回收樣本為456份樣本，89家企業，有效回收率為33.52%。利用階層線性模式分析變數之間的關係，分析結果如下：從資源基礎觀點，資源的防禦性與獨特性分別對綠色品牌管理具有顯著正向影響。從動態能耐觀點，企業的定位對綠色品牌管理具有顯著正向影響。然而，企業的流程對綠色品牌管理具有負向影響。

Due to environment issue is more important in the world. Firms have to think “green value” how to get in their managerial strategic. We find literatures that about” green- brand” is still rare, and research object always is consumer. This study proposed a novel construct, i.e., green brand management, meanwhile, integrate Resource-based View, and Dynamic Capability View to explore how static-resource and dynamic capability of firms effect on green brand management. Moreover, this study uses hierarchical linear model (HLM) to analysis the relationship among department’s resource (individual level), corporate dynamic capability (group level) and green brand management
This study adopts questionnaires to conduct the investigation of Taiwan’s eco-label firm’s, finally, there are 456 valid questionnaires returned. By using the HLM 6.0 statistics software to analysis the data, the empirical results show that the safeguard, and uniqueness of corporate resources which from Resource-based View have positively significantly effects on green brand management separately. In addition, from Dynamic Capability View, the position of corporate has positively significantly influence on green brand management, but the process corporate has negatively significantly influence on green brand management

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與對象 8
第五節 研究流程 10
第二章 文獻探討 11
第一節 環境保護 11
第二節 基礎理論觀點 19
第三節 動態能耐觀點 30
第四節 綠色品牌管理 39
第三章 研究方法 56
第一節 研究架構 56
第二節 研究假說 57
第三節 操作形定義與構面 62
第四節 資料蒐集 64
第五節 分析方法 69
第四章 分析結果與結論 74
第一節 回收樣本敘述統計分析 74
第二節 信度與效度分析 77
第三節 研究構面之敘述統計 84
第四節 相關分析 90
第五節 獨立樣本T檢定分析 94
第六節 階層線性分析 95
第五章 結論 107
第一節 驗證假說 107
第二節 研究結論 108
第三節 管理意涵 110
第四節 研究貢獻 112
第五節 研究限制與未來研究方向 114
參考文獻 115
附錄一：問卷 133

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