社群媒體綠色行銷成效之探究

A Study on Green Marketing Effectiveness of Social Media

推廣綠色（環保產品）消費是全球實現節能減碳的重要策略之一。本研究以社群媒體綠色傳播的角度，整合綠色思維（綠色傳播知覺）、綠色行銷（綠色傳播方式）、綠色溝通（綠色傳播接收）、綠色信任等構念對於社群媒體用戶的綠色態度及消費意願之影響建立一個理論消費機制。本研究運用偏最小平方結構方程模型及拔靴法反覆抽樣法，以分析研究框架內變數間的關係及其重要性。研究結果顯示，僅有綠色思維和綠色態度對綠色消費意願有顯著正向影響，且僅有綠色信任是影響綠色態度的唯一重要因素。至於社群媒體行銷的綠色行銷與綠色溝通構面無論是對綠色態度與綠色消費意願皆無直接與間接影響。此顯示現階段社群媒體的綠色行銷對於台灣民眾的綠色態度與行為影響並不顯著。此結果有助於綠色產品或服務業者，能夠善用資源在不同的綠色行銷通路進行產品推廣，以提高台灣消費者的綠色消費態度與行為意願。

Promoting green consumption is one of the key strategies for achieving energy conservation and carbon reduction. This study adopts the perspective of green communication via social media, integrating constructs such as green thinking, green marketing, green communication, and green trust to investigate their effects on social media users’green attitudes and consumption intentions. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping techniques to analyze the relationships and significance among the variables within the research framework. The results reveal that only green thinking and green attitude have a significant positive impact on green consumption intention. Furthermore, green trust emerges as the sole significant predictor influencing green attitude. In contrast, the dimensions of green marketing and green communication through social media exert neither direct nor indirect effects on green attitude or green consumption intention. These findings indicate that current green marketing efforts on social media do not exert a significant influence on the green attitudes and behaviors of Taiwanese consumers. The results offer practical insights for green product and service providers, suggesting that they should strategically allocate resources across different green marketing channels to effectively enhance Taiwanese consumers’green consumption attitudes and behavioral intentions.