臺灣博碩士論文加值系統

經歷許多環境災難後，消費者環保意識的高漲已無庸置疑，經濟發展的同時解決環境問題亦為首先要務，因此全球重要國家也共同簽署如巴黎協定等解決方案。垃圾回收雖然可減緩溫室效應，但包裝的浪費隨著消費量的大幅成長，過度包裝所造成垃圾增量的嚴重性已不亞於溫室效應等環境問題。消費者選購產品時常受到包裝吸引，卻更希望它是環保友善的，過度包裝反而甚至引發憤怒情緒(Wrap Rage)；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，因此經常過度包裝。在綠色產品包裝設計上，企業經營與消費者需求間存在矛盾現象。
過去研究大多著重討論綠色行銷和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。故本研究以消費者為出發點，探討綠色產品過度包裝(環保友善包裝的反向)，是否會影響消費者對品牌的觀感，以及與品牌之間的情感連結關係，並透過綠色品牌態度與綠色品牌形象來衡量品牌認知、以綠色品牌依附來衡量品牌情感。
本研究回收有效樣本共計238份，並使用結構方程模式(SEM)進行實證分析，結果顯示：綠色產品過度包裝對綠色品牌態度與綠色品牌形象有顯著負向影響；綠色品牌態度與綠色品牌形象對綠色品牌依附有顯著正向影響；而綠色產品過度包裝對綠色品牌依附無顯著相關。並以兩階段SEM連續卡方差異檢定法(SCDTs)，利用巢狀模式分析(Nested-Model Analysis)來驗證中介變數於路徑中所扮演的角色，結果顯示：兩條路徑皆以完全中介模式為最適模式，因此可知綠色品牌態度與綠色品牌形象於路徑中具完全中介效果，驗證了綠色產品過度包裝的確會影響消費者的綠色品牌態度與企業的綠色品牌形象，進而影響消費者的綠色品牌依附。正因環境問題有其急迫性，這樣的問題意識會讓消費者更關注綠色產品和品牌，在加強綠色產品本身的功能性效益外，企業也不應忽視綠色產品包裝背後所帶來的品牌價值或傷害。

There is no doubt that the environmental awareness of consumers is increasing after experiencing many environmental disasters. Environmental problems solving shall be the first priority, so many countries signed environmental solution contracts such as Paris Agreement in this respect. Although garbage recycling can reduce greenhouse effect, the incremental garbage problem caused by excessive packaging is actually as important and serious as global warming.
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 attachment, with the mediation roles of green brand attitude and green brand image investigation.
The research collected 238 valid questionnaires, and Structural equation modeling (SEM) was conducted in this study, the results showed: green product with excessive packaging have significant negative impact on green brand attitude and green brand image; green brand attitude and green brand image positively influence on green brand attachment; and green product with excessive packaging has no significant correlation with green brand attachment. Moreover, the Sequential Chi-square Difference Tests (SCDTs) with Nested-Model Analysis were performed to validate the mediation effect. The results showed: green brand attitude and green brand image play the fully mediating effect role between the relationship of green product with excessive packaging and green brand attachment.

謝　詞---I
中文摘要---II
英文摘要---III
第一章 緒論---1
第一節 研究背景---1
第二節 研究動機---10
第三節 研究目的---12
第四節 研究流程---13
第二章 文獻探討---15
第一節 過度包裝(EXCESSIVE PACKAGING)---15
第二節 綠色品牌態度(GREEN BRAND ATTITUDE)---16
第三節 綠色品牌形象(GREEN BRAND IMAGE)---17
第四節 綠色品牌依附(GREEN BRAND ATTACHMENT)---19
第三章 研究設計---23
第一節 研究架構---23
第二節 假說推論---26
第三節 研究方法---33
第四章 研究結果與分析---37
第一節 樣本結構分析---37
第二節 敘述性統計分析---39
第三節 測量模式分析---50
第四節 結構模式分析---54
第五節 中介效果驗證---57
第五章 研究結論與建議---63
第一節 研究結論---63
第二節 管理意涵---64
第三節 研究限制與未來研究建議---65
參考文獻---66
附錄---92
著作權聲明---98

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