綠色創新與經營績效關係之研究－品牌形象之中介效果

The Relationship between Green Innovation and Business Performance - The Mediating Effect of Brand Image

黃靖文(Jing-Wen Huang)；李勇輝(Yong-Hui Li)；顏曼婷(Man-Ting Yen)

綠色創新 ； 品牌形象 ； 經營績效 ； 餐飲業 ； green innovation ； brand image ； business performance ； restaurant industry

行銷評論

13卷1期（2016 / 03 / 01）

89 - 118

繁體中文

由於永續發展與企業善盡社會責任的意識高漲，對於餐飲業之綠色管理相關研究議題持續受到關注。餐飲業是十分仰賴自然資源及需要耗費能源的產業，餐飲業進行綠色創新所塑造出的綠色品牌形象，對於顧客行為以及餐飲業之經營具有相當大的影響。本研究主要依據生態現代化理論之觀點，探討綠色創新、品牌形象與經營績效之間的關係，並探討品牌形象在綠色創新與經營績效之間的角色。本研究以台灣地區麥當勞餐廳為實證研究對象，研究結果發現，綠色創新對品牌形象與經營績效有正向顯著的影響，品牌形象對於經營績效有正向顯著的影響，進一步論證品牌形象之中介角色。本研究貢獻在於提供速食餐飲業管理者在進行綠色創新以提昇績效時，考量品牌形象之重要性。

Owing to the rising concerns of sustainable development and corporate social responsibility, research has paid attentions to the issues of restaurant green management. Restaurant industry relies on natural resource and consumes large amount of energy. Restaurants develop green innovation to build green brand image, which has influence on customer behavior and restaurant management. The purpose of this study is based on ecological modernization theory to examine the relationships between green innovation, brand image, and business performance. This study focuses on McDonald’s restaurants in Taiwan. The results show that green innovation has positive effect on brand image and business performance. Brand image has positive effect on business performance. We further demonstrate the mediating role of brand image. The contribution of this study is to provide an insight for restaurant industry to consider the importance of brand image in the relationship between green innovation and business performance.

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