綠色行銷、企業社會責任、企業形象對消費者購買意願之 關聯性研究－以科技產品為例

Abstract

隨著工業及科技的蓬勃發展，地球資源被大量開發，使得全球氣溫升高、極端氣候發生的頻率增加，各國政府、企業也紛紛開始投入綠色保護的行列。因此，本研究旨在探討綠色行銷、企業社會責任、企業形象與購買意願等四個構面之關聯性。研究結果顯示，綠色行銷、企業社會責任及企業形象都會正向顯著影響消費者之購買意願，企業社會責任及企業形象也會間接影響綠色行銷對消費者購買意願。企業若更加重視環境及社會等議題並在行銷、執行、管理方面進行相關改善，可提升企業本身對於企業社會責任的重視外，也對於企業本身的形象能夠有所提升，連帶著消費者購買意願也將隨之增加。

 

It has been a goal for governments and enterprises to achieve the issues of environmental protection and sustainable development. Since environmental changes and climate instability have caused consumers’ interest in green products, firms have started to focus on green issues and launch environmental policies to reduce environmental pollution. Therefore, this study aims to discover the relationship among green marketing, corporate social responsibility, corporate image, and consumers’ purchase intention. The results show that green marketing, corporate social responsibility and corporate image will have positive effect on consumers’ purchase intention, furthermore, and corporate social responsibility and corporate image will have indirect effect between green marketing and consumers’ purchase intention. If enterprises pay more attention to environmental and social issues and make relevant improvements in marketing, execution, and management, it will not only enhance the company’s emphasis on corporate social responsibility, but also improve the corporate image of the enterprise, and consumers’ purchase intention will increase accordingly.