臺灣博碩士論文加值系統

隨著氣候的變遷以及環境的改變，2016 年聯合國提出一系列 SDGs 永續目標預計在 2030 年完成，共有十七大項目並細分為一百六十九項細項，包含了環境保護、人權維護、社會關注等……，本研究針對 SDGs 第十二項目標-促進綠色經濟，確保永續消費及生產模式進行研究。消費者環境保護意識漸漸抬頭，企業也紛紛向消費者提倡自身對於永續所作出的改變以及活動，但企業所做出的改變以及永續行為是否有讓消費者確實的感受到呢？本研究的目的為探討企業永續品牌形象以及消費者環境重視程度是否會進而影響消費者的購買行為。本研究對消費者以問卷方式收集量化資料並進行分析，研究樣本以臺灣地區消費者對臺灣企業進行調查。本研究結果得知企業永續品牌形象以及消費者環境重視程度皆會顯著正向影響消費者的友善環境商品購買意願進而影響消費者購買行為。

With the change of climate change and environmental change, in 2016, the United Nations proposed a series of SDGs sustainability goals are expected to be completed in 2030, with a total of 17 major projects and subdivided into 169 sub-items, including environmental protection, human rights protection, social concerns and other, consumers' awareness of environmental protection is gradually rising, and companies are also advocating to consumers about their own changes and activities for sustainability, but do the changes and sustainable behaviors made by enterprises really make consumers feel it？ The purpose of this study is to explore whether corporate sustainable brand image and consumer environmental importance will affect consumers' purchasing behavior. This study collects quantitative data and analyzes consumers in the form of questionnaires, and the research sample surveys Taiwan companies based on Taiwan consumers. The results of this study show that corporate sustainability, brand image and consumer environmental importance will significantly and positively affect consumers' willingness to purchase environmentally friendly products, and then affect consumers' purchase behavior.

摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究流程 3
第貳章 文獻探討與研究假說 4
第一節 企業永續品牌形象 4
第二節 消費者環境重視程度 5
第三節 友善環境商品購買意願 6
第四節 購買行為 6
第五節 企業永續品牌形象與友善環境商品購買意願關係探討 7
第六節 消費者環境重視程度與友善環境商品購買意願關係探討 8
第七節 友善環境商品購買意願與購買行為關係探討 9
第參章 研究方法 10
第一節 研究架構與假設 10
第二節 研究樣本與資料蒐集 10
第三節 問卷設計 11
第四節 資料分析方法 15
第肆章 實證結果分析 17
第一節 樣本基本資料分析 17
第二節 信效度分析 22
第三節 整體配適度 27
第四節 路徑分析 28
第伍章 結論與建議 30
第一節 結論 30
第二節 管理意涵 31
第三節 研究限制及未來建議 31
參考文獻 33
附錄 39

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