過度包裝與綠色品牌權益──環境友善及環保聲譽的中介作用

Excessive Packaging and Green Brand Equity -The Mediating Role of Environmental Friendliness and Environmental Reputation

為了讓環境永續生存，各國政府紛紛推動減碳政策。臺灣政府亦納入2050年淨零排放目標，展現減碳決心。企業為響應政府政策，開始生產綠色或環保產品。本研究討論產品過度包裝對綠色品牌權益之影響，並探討環境友善程度和環保聲譽之中介效果。透過便利抽樣的方式發放問卷，並使用結構方程式模式（SEM）進行實證分析。研究結果顯示產品過度包裝除了會直接地正向影響綠色品牌權益之外，還會透過環保友善程度與環保聲譽間接地負向影響綠色品牌權益。

To ensure environmental sustainability, governments worldwide are promoting carbon reduction policies. The Taiwanese government has also incorporated the 2050 net-zero emissions goal, demonstrating a strong commitment to carbon reduction. In response to government policies, companies have begun producing green or environmentally friendly products. This study explores the influence of excessive product packaging on green brand equity, and discusses the mediation effects of environmental friendliness and environmental reputation. Questionnaires were distributed using convenience sampling, and empirical analysis was conducted using Structural Equation Modeling (SEM). The results indicate that excessive product packaging can positively affect green brand equity directly, and negatively affect it directly via both environmental friendliness and environmental reputation.