臺灣博碩士論文加值系統

ESG的議題在近幾年發展迅速，聯合國也訂定了永續發展的17個目標(SDGs)，其中也包含了對環境友善及永續農業等的相關議題。其中有機耕作就是永續農業其中的一個選項，而延伸出的有機標章即是綠色行銷中的策略之一。因此本研究是針對有機標章的綠色行銷對其信任度、企業形象及購買意願的關係探討。

綠色行銷已蔚然成為企業行銷的顯學了，不論政府、企業、學術機構等，任何的行銷方案或策略，或多或少都要有綠色的相關議題參與其中。此研究從綠色行銷導向的三個構面，包含策略性、戰術性及內部綠色行銷導向，試圖了解消費者對企業的信任及形象，進而對購買意願的影響度。本研究結果可提供相關的綠色企業或農業戶在擬定行銷策略時的管理參考。

本研究採問卷探訪收集資料，並使用SSPS統計軟體為統計分析工具，分析方法有信度分析、敘述性統計分析，並以迴歸分析驗證研究假說。研究結果發現：(1)有機標章的綠色行銷導向顯著影響信任度；(2)有機標章的綠色行銷導向顯著影響企業形象；(3)消費者對企業的信任度顯著影響其購買意願；(4)企業形象顯著影響消費者購買意願。

The ESG topics have developed rapidly in recent years. The United Nations has stipulated 17 Sustainable Development Goals (SDGs), which include environmentally friendly and sustainable agriculture. Among them, organic farming is one of the options of sustainable agriculture, and the organic label is one of the strategies of green marketing. Therefore, this study is to explore the relationship between the green marketing of organic label and its trust, corporate image and purchase intention.

Green marketing has become the mainstream for the corporate marketing. Regardless of the government, corporate or academic institutions etc., any kind of marketing plans or strategies are somewhat related to the green topics. This study contains three aspects of green marketing orientation, including strategic, tactical and internal green marketing orientation, to understand how consumers' trust and image of corporation could have the influence on purchase intention. The results of this study could be a reference for the green corporation or the agricultural household to formulate their marketing strategies.

This study is surveyed by questionnaire and the statistical analysis tool is SSPS. The analysis methods include reliability and descriptive statistics analysis, then verify the hypothesis by regression analysis. The research result shows that: (1) The green marketing orientation of the organic label will affect the trust; (2) The green marketing orientation of the organic label will affect the corporate image; (3) The degree of trust affects consumers' willingness to purchase; (4) The corporate image affects consumers' willingness to purchase.

致謝詞 I
中文摘要 II
英文摘要 III
目 錄 IV

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3

第二章 文獻探討 5
第一節 「有機標章」食品的定義與市場概況分析 5
第二節 綠色行銷的定義與導向 8
第三節 企業形象、信任與購買意願 10

第三章　研究方法 13
第一節　研究架構與假說 13
第二節 研究變數定義及測量 15
第三節 問卷設計與前測 20
第四節 研究對象與資料蒐集 21
第五節 資料分析方法 21

第四章 實證分析 23
第一節 描述性分析 23
第二節 測量信度分析 27
第三節 迴歸分析與假說檢定 28

第伍章 結論與建議 31
第一節 研究結論 31
第二節 管理意涵 32
第三節 研究限制與建議 33

參考文獻 35
附錄一、調查問卷 39
著作權聲明 45

一、中文參考文獻部分

梁榮達（2017）。台灣有機食品消費市場趨勢之縱斷面研究。餐旅暨觀光，14（4），205–220。
魏杏如（2013）。教師對有機食品的認知、消費態度及其購買意願之探討—以屏東縣國小教師為例（碩士論文）。屏東科技大學，屏東縣。
顧筠恩（2018）。企業的綠色行銷導向對網路消費者購買意願之影響（未出版碩博士論文）。國立臺北大學企業管理學研究所，台北市。

二、外文參考文獻部分

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Balderjahn, L. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption pattern. Journal of Business Research, 17, 51-56.
Banerjee S. B. (2002). Corporate environmentalism: The construct and its measurement. Journal of Business Research, 55(3), 177–191.
Charter M., & Polonsky M. J. (1999). Green marketing: A global perspective on green marketing practices. Sheffield: Greenleaf Publication. 236.
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Dodds, B. W., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Bands and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28(3), 307-319.
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Hwang, J. (2016). Organic food as self-presentation: The role of psychological motivation in older consumers' purchase intention of organic food. Journal of Retailing and Consumer Services, 28, 281–287.
Lardinoit, T. & Derbaix, C., (2001). Sponsorship and Recall of Sponsors. Psychology & Marketing, 18 (2), 167-190.
Lash, J., & Wellington, F. (2011). Competitive advantage on a warming planet. Harvard Business Review, 85(3), 211–238.
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151–170.
Luhmann, N. 1979. Trust and Power, London: John Wiley &Sons.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review 20(3), 709-734.
Morgan R. M., & Hunt S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58, 20−38.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric Theory, 3rd Edition, New York: McGraw-Hill Book Company.
Papadas K-K., Avlonitis G. J. & Carrigan M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246.
Polonsky M. J., & Rosenberger P. J., III. (2001). Re-evaluating green marketing: a strategic approach. Business Horizons, 44, 21–30.
Prothero, A., Peattie, K., & McDonagh, P. (1997). Communicating greener strategies: a study of on-pack communication. Business Strategy and the Environment, 6(2), 74–82.
Qureshi, I., Fang, Y., Ramesy, E., McCole, P., Ibboston, P., and Compeau, D. 2009. “Understanding Online Customer Repurchasing Intention and the Mediating Role of Trust: An Empirical Investigation in Two Developed Countries,” European Journal of Information Systems (18:3), pp. 205-222.
Tsakiridou, E., Boutsouki, C., Zotos, Y., & Mattas, K. (2008). Attitudes and behavior towards organic products: An exploratory study. International Journal of Retail and Distribution Management, 36(2), 158-175。
Walters, C. G. (1978). Consumer Behavior: Theory and Practice. (3nd ed.). Homewood, Ⅲ.: Richard D., Irwin, Inc.

三、網路參考資料

有機農業全球資訊網（2019）。有機驗證機構與標章一覽表。擷取自：https://info.organic.org.tw/6003/
行政院農業委員會（2003）。有機農產品管理作業要點。2017 年 05 月 21 日。擷取自： http://gmo.agron.ntu.edu.tw/organicproducts/opmanagementpoint.pdf
風傳媒（2018）。台灣的「有機」跟國外的不一樣?這種超保守的標示法，可能不一定有好影響。擷取自：https://www.storm.mg/lifestyle/436548?mode=whole