| 摘要: | 近年來，環保已成為各個產業關注之議題。而在航空公司中也採取環保概念與推廣綠色產品為其行銷主軸，綠色行銷於航空公司之應用，使航空公司更加重視服務品質及改善公司經營本質，更將成為觀光服務業未來發展之趨勢。本研究旨探究綠色行銷、綠色消費意願與綠色信任三者間之關係，並檢視綠色信任所扮演的中介角色。本研究利用立意抽樣法，針對搭乘過中華航空或長榮航空之消費者發放實體問卷，共收取430份有效樣本。研究結果發現，航空公司將綠色行銷應用至其產品或服務時，愈能提高消費者的綠色消費意願，又當航空公司業者將綠色行銷應用至其產品或服務中，愈會提高消費者的綠色信任。再者，消費者的綠色信任愈高，則愈會提高其綠色消費意願。此外，綠色信任在綠色行銷與綠色消費意願間扮演著中介變數的角色，亦即綠色行銷會透過綠色信任進而影響綠色消費意願。
In order to reduce the pollution and impact caused by negative environment, green marketing has become a big issue for corporate sustainable development. In recent years, the idea of environmental concept and the promotion of green products are increasingly catching more attention from airlines, and are taken by them as their main marketing principals. In other words, the application of green marketing, bringing air-lines to take more efforts on improving service quality and the nature of airlines, will also become the future trend for the development of tourism industry. This study aims to investigate the relationship between green marketing, green purchase intention, and green trust, and to inspect the mediating role that green trust plays. By using random sampling method and giving hard copy questionnaires to the consumers of China Air-line and EVA Airline in Taipei Station Hall, 430 effective samples were collected, and further analyzed by structural equation modeling (SEM) to build the cause-effect relationship between the variables.The results show that, when airlines apply green marketing to their products or services, the consumers’ green purchase intention and green trust will both be enhanced. Moreover, when consumers’ green trust is higher, their green purchase intention will also be enhanced. On the other hand, green trust plays a mediating role between green marketing and green purchase intention, meaning that green marketing will effect green purchase intention through green trust. Lastly, this study will give managerial implications and future research suggestions. |
