周德瑋Chou, De-Wei陳虹陵Chen, Hung-Ling2023-12-089999-12-312023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/c5d1912d38feb12344727ea3de24e25c/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120174有鑑於全球氣候變遷的問題，全球暖化日益嚴重，如何減少溫室氣體排放成為了全球共同的目標。本研究欲探討ESG（環境、社會、公司治理）因素中的碳足跡對商業品牌價值的影響，以消費型液晶顯示器為例。該研究針對液晶顯示器消費市場的碳足跡議題進行評估，並從消費者的角度探討碳足跡對品牌形象和消費意願的影響。研究結果顯示，受限於消費者對產品碳足跡的認知不足，多數消費者仍以環保標章之認證作為購買決策的主要考量因素，但液晶顯示器在推動產品碳足跡和品牌形象還是有正向影響。消費者對品牌的認知和信任度對於消費決策有很大的影響，而品牌的ESG表現則是影響品牌認知和信任度的重要因素之一。此外，消費者對環保議題的關注度也會影響其對品牌的偏好和購買決策，政府對碳足跡的推動及補助程度若能提高，消費者對環保認知也越高，對環保產品的消費意願也越大。因此，企業應該注重碳足跡和ESG表現的提升，透過綠色供應鏈和綠色生產方式等措施減少碳足跡，並加強ESG報告的透明度和真實性，進一步提升品牌認知度和信任度，增強消費者對品牌的忠誠度，提高企業的商業品牌價值及市場優勢。研究中以問卷調查方式，採用便利性抽樣，對購買液晶顯示器之消費者進行調查，共回收245份問卷樣本，並以敘述性統計進行分析。研究結果顯示消費者對於環保標章認知程度大於產品碳標籤，受測者多數會於網路媒體中獲知碳足跡相關資訊，消費者願意優先選擇具綠色環保的產品，實踐綠色消費。消費者基於環境保護對於碳標籤產品的推動皆為肯定，對企業品牌形象也持正向加分。消費者在採購液晶顯示器上較偏重於個人喜好(含品牌偏好)更甚於綠色環保。多數消費者是可接受碳標籤產品價格高於一般產品。消費者在綠色消費下，傾向有政府的帶領效益及補助行為，能有效提升消費者環保共識的消費行為。In view of the global climate change problem and the increasing global warming, how to reduce greenhouse gas emissions has become a common global goal. This study aims to investigate the impact of carbon footprint on business brand value from ESG (Environmental, Social, and Corporate Governance) factors, using consumer LCDs as an example. The study evaluates the carbon footprint issue in the consumer LCD market and examines the impact of carbon footprint on brand image and consumer intentions from the consumer's perspective. The results of the study show that, due to the lack of awareness of the carbon footprint of products, most consumers still consider the certification of the environmental label as the main factor in their purchase decision, but LCD monitors still have a positive impact in promoting the carbon footprint of products and brand image. Consumers' brand awareness and trust have a great influence on consumer decisions, and the brand's ESG performance is one of the important factors affecting brand awareness and trust. In addition, consumers' concern for environmental issues will also affect their preference for brands and purchase decisions. If the government can increase the level of promotion and subsidies for carbon footprint, consumers' awareness of environmental protection will be higher and their willingness to consume environmental protection products will be greater. Therefore, companies should focus on improving their carbon footprint and ESG performance, reducing their carbon footprint through measures such as green supply chain and green production methods, and enhancing the transparency and authenticity of ESG reports to further increase brand recognition and trust, enhance consumer loyalty to the brand, and improve their commercial brand value and market advantage.A total of 245 questionnaire samples were collected and analyzed using descriptive statistics. The results of the study show that consumers are more aware of the green label than the carbon label, and most of the respondents would get the information about carbon footprint from the online media. Consumers are positive about the promotion of carbon labeled products based on environmental protection, which also gives positive points to corporate brand image. Consumers prefer personal preference(including brand preference) over green in purchasing LCD monitors. Most consumers are comfortable with the higher price of carbon-labeled products than regular products. Consumers are more inclined to green consumption with government-led benefits and subsidies, which can effectively enhance the consumer behavior of environmental consensus.碳足跡標籤液晶顯示器品牌形象顧客知覺價值購買意願Carbon footprint labelLCDBrand imageCustomer perception pricePurchase intentionetd