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研究生:蘇仁達
研究生(外文):SU, JEN-TA
論文名稱:綠色產品過度包裝與綠色品牌權益:以綠色品牌形象與綠色品牌個性為中介變數
論文名稱(外文):Green Product with Excessive Packaging and Green Brand Equity: The Mediation Effect of Green Brand Image and Green Brand Personality
指導教授:陳宥杉陳宥杉引用關係彭奕農彭奕農引用關係
指導教授(外文):CHEN, YU-SHANPENG, YI-NUNG
口試委員:陳宥杉彭奕農林俊佑陳重光田文彬
口試委員(外文):CHEN, YU-SHANPENG, YI-NUNGLIN, CHUN-YUCHEN, CHUNG-KUANGTIEN, WEN-PIN
口試日期:2017-06-02
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:64
中文關鍵詞:綠色產品過度包裝綠色品牌形象綠色品牌個性綠色品牌權益
外文關鍵詞:Green productExcessive packagingGreen brand equityGreen brand imageGreen brand personality
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近年來,各類產品的過度包裝議題,一直是消費市場裡常常被討論到的一部份;隨著地球暖化、氣候變遷,碳排放等問題,產品過度包裝也愈來愈需要被重視與探討。消費者選購產品除了受到包裝外表吸引,也希望其包裝材料是對環境友善的;然而,企業在行銷策略考量下,通常優先著重商品包裝吸引力,而忽略其產品有過度包裝問題。
過去研究大多著重討論綠色行銷及綠色包裝帶來的好處和趨勢演變,過度包裝所造成的 「品牌垃圾」問題對品牌的傷害卻鮮少被提及。本研究以消費者為出發點,探討綠色產品過度包裝對綠色品牌權益的影響,並以綠色品牌形象與綠色品牌個性為中介變數。主要研究目的為: (一) 探討綠色產品過度包裝對綠色品牌形象之影響;(二) 探討綠色產品過度包裝對綠色品牌權益之影響;(三) 探討綠色產品過度包裝對於綠色品牌個性之影響;(四) 探討綠色品牌形象對於綠色品牌權益之影響;(五) 探討綠色品牌個性對綠色品牌權益之影響;(六) 探討綠色品牌形象與綠色品牌個性兩者對於綠色產品過度包裝及綠色品牌權益之間的中介效果。本研究問卷採隨機發放方式回收,有效樣本共計238份,並使用結構方程模式 (SEM) 進行實證分析。
本研究結果發現: (一) 綠色產品過度包裝會負向影響綠色品牌形象;(二) 綠色產品過度包裝對綠色品牌權益無影響;(三) 綠色產品過度包裝會負向影響綠色品牌個性;(四) 綠色品牌形象會正向影響綠色品牌權益;(五) 綠色品牌個性會正向影響綠色品牌權益;(六) 綠色品牌形象與綠色品牌個性兩者對於綠色產品過度包裝及綠色品牌權益之間均有完全的中介效果。

In recent years, the issue for excessive packaging of various products has been discussed frequently of a part in the consumer market; with global warming, climate changes, carbon emissions and other issues, excessive packaging products also needs to be more and more attention. In general, consumers buy products is not only attracted by the packaging of product, but also it is environmentally friendly. However, under the marketing strategy considerations for enterprises, the first priority is in attractiveness of commodity packaging, and ignoring their products have excessive packaging problems.
Most of the prior literatures have focused on the benefits and trends of green marketing and green packaging. Nevertheless, the considerations of the ‘branded litter’ problem which may bring negative effect on brand were disregarded. Therefore, this study aims to explore the influence of green product with excessive packaging on green brand equity, with the mediation roles of green brand image and green brand personality investigation.
The research collected 238 valid questionnaires, and structural equation modeling (SEM) was conducted in this study, the results showed : excessive packaging of green product has a significant negative impact on green brand image, excessive packaging of green product has a significant negative impact on green brand personality, excessive packaging of green product has no impact on green brand equity, green brand image positively and significantly relates to green brand equity, green brand personality positively and significantly relates to green brand equity.

中文摘要 I
英文摘要 II
目錄 III
圖次 V
表次 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 綠色產品過度包裝 9
第二節 綠色品牌形象 13
第三節 綠色品牌個性 15
第四節 綠色品牌權益 17
第三章 研究設計 19
第一節 研究架構 19
第二節 假說推論 20
第三節 操作性定義與衡量 26
第四節 問卷設計與資料蒐集 30
第四章 研究結果與分析 31
第一節 樣本結構分析 31
第二節 敘述性統計分析 33
第三節 衡量模式分析 36
第四節 結構模式分析 39
第五節 中介效果驗證 41
第五章 研究結論與建議 45
第一節 研究結論 45
第二節 管理意涵 47
第三節 研究限制與未來研究建議 49
參考文獻 50
附錄 61


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Zhang, J. J., and Yang, S. S. (2014). Eco-Packaging Solution for Express Service in the Era of Online Shopping. Advanced Materials Research, 1052, 578-582.
Zhang, L. J. (2014). Food Packaging Design Exploration with the Concept of Low Carbon. Advanced Materials Research, 962, 1604-1607.
Zheng, J. H., and Xie, J. C. (2014). Food Packaging Designs and Researches Based on Green Concept. Advanced Materials Research, 971, 2248-2250.
Zheng, X., and Cao, G.-R. (2012). On Packaging Reduction Status. Journal of Beijing Institute of Graphic Communication, 2, 007.

三、網路資料
中華民國消費者基金會。2017年1月。取自http://www.consumers.org.tw/contents/events_ct?id=247
台灣生產力綠色基金會。2015年6月。取自https://www.tgpf.org.tw/upload/publish/publish_78/廢棄物管理未來展望-從資源循環至循環經濟.pdf
行政院環保署 (2016年更新)。限制產品過度包裝政策。2016年4月13日。取自http://hwms.epa.gov.tw/exm/relevantreg.asp
趙惟忠(2011)。國際綠色環保標章。2011年12月。取自http://green.pidc.org.tw/downarea.php
Conseil National De L’Emballage (CNE). (June 26, 2009). Definition and Assessment of Over-Packaging. April 13, 2016. Retrieved from http://www.conseil-emballage.org/wp-content/uploads/2014/01/
16_1.pdf
Dyer, G., Harvey, F., Kazmin, A., & Wheatley, J. (2009). Climate change alliance crumbles as accord is labelled a ‘great failure’. April 13, 2016. Retrieved from http://www.ft.com/cms/s/0/4607b758-ef69-11de-86c4-00144feab49a.html#axzz47rzGtJMG
European Week for Waste Reduction. (2015). Reduce excessive packaging. May 3, 2016. Retrieved from http://www.ewwr.eu/docs/ewwr/Factsheet_Reduce-excessive-
packaging_EN.pdf
Hong Kong Industrialist Council. (April, 2009). Excessive Product Packaging. April 13, 2016. Retrieved from http://www.hkyic.org/
INCPEN. (n.d.). Too much Packaging? April 13, 2016. Retrieved from http://www.incpen.org/displayarticle.asp?a=12&c=2
Innventia. (October, 2012). Global consumers demand smarter packaging. April 13, 2016. Retrieved from http://www.innventia.com/en/About-us/News1/Global-Consumers-Demand-Smarter-Packaging1/
International Energy Agency. Key World Energy Statistics (2016). https://www.iea.org/publications/freepublications/publication/key-world-energy-statistics.html
Rosenthal, E. (2010). Saying ‘No’ to Excessive Packaging. April 13, 2016. Retrieved from http://green.blogs.nytimes.com/2010/12/26/saying-no-to-excessive-
packaging/?_r=0
United States Environmental Protection Agency (EPA). (June, 2015). Advancing Sustainable Materials Management: Facts and Figures. April 13, 2016. Retrieved from https://www.epa.gov/sites/production/files/2015-09/documents/2013_advncng_smm_fs.pdf
Wikipedia, the free encyclopedia. Paris Agreement. June, 03, 2017. Retrieved from https://en.wikipedia.org/wiki/Paris_Agreement

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