綠色行動、綠色信任與再購意願探討－以台灣星巴克咖啡為例

The Green Actions, Green Trust and Repurchase Intention-A Case Research of the Starbucks Taiwan

10.7047/JLM.201206.0001

黃于芮(Yu-Jui Huang)；李宗偉(Chung-Wei Li)

綠色產品 ； 綠色信任 ； 再購意願 ； Green produce ； green trust ； re-purchase

運籌與管理學刊

11卷1期（2012 / 06 / 01）

1 - 11

繁體中文

順應國際環境保護的趨勢，企業已逐漸採取「綠色行動」，將環保的意識加入於產品或服務的生產、使用及售後處理的過程中，而消費者亦在環保的意識下，對於此類「綠色行動」產生出一種對產品或企業的「綠色信任」。然而目前卻少有學者針對企業的「綠色行動」或消費者的「綠色信任」對於再購意願是否有影響一事，進行研究。本研究係以大學生及研究生等學生族群為主，就此族群對於目前已採用的許多綠色行動的企業，是否會造成「綠色信任」及其特性進行研究，並以統一星巴克股份有限公司為例，探討企業綠色行動與綠色信任對再購意願之影響，進而推論到其他相關綠色企業在政策上之參考。本研究指出：企業在實行綠色行動時，環境保育對消費者再購意願有正向影響、綠色信任與消費者再購意願有正向影響；而在消費者「綠色信任」的研究中，綠色信任在綠色行動與再購意願關係中存在完全中介的影響效果。

The pursuit of sustainable development is the trend of the international environmental protection. For an enterprise, the awareness of environmental protection pushes the enterprise to take an ”green-action” in the processes of production, usage or after-sale of products or services. For a customer, the green-action will generate a ”green-trust” for product or enterprise in the consciousness of environmental protection. However, how does the influence act from ”green-action” or ”green-trust” to the repurchase intention of customers is seldom studied. The purpose of this paper is to study the influence processes between ”green-action”, ”green-trust” and repurchase intention of the undergraduate and graduate students. The results showed when enterprises in take the green actions, the environmental protection influence consumers re-purchase intention positively. The green trust has also a positive impact on repurchase intention of customers, and fully mediated the effect of the relationship between the green action and repurchase intention.

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