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    題名: The influences of the green advertising and its consequence factors on the green brand trust
    其他題名: 綠色廣告及其後續影響因素對綠色品牌信任之研究
    作者: 吳和育;Wu, Ho-Yu
    貢獻者: 淡江大學管理科學學系碩士班
    陳水蓮
    關鍵詞: 綠色廣告;漂綠;價值權益;綠色信任;Green advertising;Green wash;Value Equity;Green trust
    日期: 2014
    上傳時間: 2015-05-04 09:50:07 (UTC+8)
    摘要: 近年來,環保(綠色)議題隨著科技的進步及時代的變遷,已在全球浮現了數十年。開始有許多廠商意識到這股綠色商機潮流,開始利用綠色廣告為自身品牌打造綠色品牌形象,進而增加消費者對該品牌的「綠色信任」。隨著綠色廣告興起,消費者也逐漸意識到綠色的重要性,也有更多的消費者願意選購綠色品牌產品為地球盡一份心力。然而,由於市場上充斥著所謂的綠色商品,使得消費者會對於該商品是否為真正的綠色商品感到困惑。因此本研究的主要目的為,探討綠色廣告是否會直接或間接影響消費者對於廠商與其商品之綠色信任。首先,本研究探討綠色廣告回應、企業社會責任品牌差異化、領導風格對於漂綠之影響。第二,本研究驗證漂綠對於綠色消費者混淆與綠色信任之影響。第三,探討綠色消費者混淆、價值權益與綠色信任之影響。第四,企業社會責任品牌差異化對於價值權益、組織聯想與綠色信任之影響。第五,本研究探討領導風格對於組織聯想與綠色信任之影響。最後,本研究進一步探討以是否曾經購買過綠色商品作為干擾變數。
    本研究的主要研究對象,為曾經聽聞、購買過綠色商品或曾經看過綠色廣告之消費者。本研究回收的有效樣本數為1264份問卷。此外本研究以AMOS 20.0統計軟體進行相關信、效度分析,並以結構方程式進行假設檢定。實證結果如下:一、綠色廣告回應對於漂綠具有負向影響,對於企業社會責任品牌差異化與領導風格具有正向影響;二、漂綠對於綠色消費者混淆具有正向影響;三、企業社會責任品牌差異化對於價值權益與組織聯想具有正向影響;四、領導風格對於組織聯想具有正向影響;五、綠色消費者混淆皆對於價值權益與綠色信任具有負向影響;六、價值權益對於綠色信任具有正向影響;七、組織聯想對於綠色信任具有正向影響;八、是否曾經有購買過綠色商品的消費者在本研究模型皆具有干擾效果。最後,本研究提出管理與理論意涵,並針對後續研究者提出建議與未來研究方向之參考。
    Environmental (green) topics have been explored for decades, and consumers have gradually become aware of beneficial products to our environment. However, various so-called green products in the market have confused consumers as to which ones are actually green products. Moreover, green advertisement directly or indirectly affects consumer trust of an organization and its products. Therefore, this study first explored the effect of response to green advertising (RGA) on green wash (GW), corporate social responsibility brand differentiation (CSRBD), and leadership (LS), and subsequently examined the influence of GW on green consumer confusion (GCC) and green trust (GT). The relationship of GCC, value equity (VE), and GT was also explored, and the influence of CSRBD on value VE and organizational association to GT was investigated. This study discusses the effect of LS on organizational association and GT. Finally, this study explored the moderating effects of purchasing green products.
    The study participants were people who were familiar with or had purchased green-brand products and had seen green advertisements. A total of 1264 valid questionnaires were collected and statistical software AMOS 20.0 was used to analyze the research hypotheses, which were examined using structural equation modeling (SEM). The hypotheses of this study are all supported. First, RGA is negatively associated with GW, and is positively associated with CSRBD and LS. GW has positive effects on GCC. Moreover, CSRBD positively influences both VE and organization association (OA). The relationship between LS and organizational association is significant. Furthermore, VE and GT are both negatively affected by GCC. VE is positively associated with GT. OA also has significant influence on GT. The experience of purchasing or nonpurchasing green products has moderating effects in this study. Finally, this study offers several relevant managerial and theoretical implications for green practitioners and discusses the research directions for future studies.
    顯示於類別:[管理科學學系暨研究所] 學位論文

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