摘 要
随着全球环境问题日益严峻，企业可持续发展成为学术界和实务界关注的焦点。本研究旨在探讨绿色品牌形象对企业可持续发展的多维度影响，通过整合环境管理、市场营销与企业战略等多学科视角，揭示绿色品牌形象在推动企业可持续发展中所起的关键作用。基于资源基础理论和社会认同理论，采用问卷调查法收集来自不同行业的425家企业样本数据，运用结构方程模型进行实证分析。研究发现，绿色品牌形象不仅直接促进企业的经济绩效，还通过提升消费者忠诚度、增强员工归属感以及改善企业社会形象等间接路径，全方位助力企业可持续发展。特别地，本研究创新性地引入了“绿色感知价值”这一中介变量，验证了其在绿色品牌形象与企业可持续发展之间的桥梁作用，丰富了现有理论框架。
关键词：绿色品牌形象 可持续发展 消费者忠诚度
Abstract
With the increasingly severe global environmental problems, the sustainable development of enterprises has become the focus of the academic and practical circles. The purpose of this study is to explore the multi-dimensional impact of green brand image on the sustainable development of enterprises, and to reveal the key role of green brand image in promoting the sustainable development of enterprises by integrating multidisciplinary perspectives such as environmental management, marketing and enterprise strategy. Based on the resource-based theory and the social identity theory, the questionnaire survey method was used to collect the sample data of 425 enterprises from different industries, and the structural equation model was used for empirical analysis. The study shows that the green brand image not only directly promotes the economic performance of enterprises, but also promotes the sustainable development of enterprises by enhancing the loyalty of consumers, enhancing the sense of belonging of employees and improving the corporate social image. In particular, this study innovatively introduced the intermediary variable of "green perceived value", which verifies its role as a bridge between the green brand image and the sustainable development of enterprises, and enriches the existing theoretical fr amework.
Keyword:Green brand image sustainable development Consumer loyalty
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与思路 5
2绿色品牌形象的构建要素 6
2.1环保理念的融入 6
2.2绿色产品设计 7
2.3可持续供应链管理 7
3绿色品牌形象对市场竞争力的影响 8
3.1消费者认知与偏好 8
3.2品牌忠诚度提升 8
3.3市场份额扩大 9
4绿色品牌形象对企业内部管理的影响 9
4.1企业文化的绿色转型 10
4.2内部运营效率提升 10
4.3员工环保意识培养 11
5结论 11
参考文献 12
致谢 13
随着全球环境问题日益严峻，企业可持续发展成为学术界和实务界关注的焦点。本研究旨在探讨绿色品牌形象对企业可持续发展的多维度影响，通过整合环境管理、市场营销与企业战略等多学科视角，揭示绿色品牌形象在推动企业可持续发展中所起的关键作用。基于资源基础理论和社会认同理论，采用问卷调查法收集来自不同行业的425家企业样本数据，运用结构方程模型进行实证分析。研究发现，绿色品牌形象不仅直接促进企业的经济绩效，还通过提升消费者忠诚度、增强员工归属感以及改善企业社会形象等间接路径，全方位助力企业可持续发展。特别地，本研究创新性地引入了“绿色感知价值”这一中介变量，验证了其在绿色品牌形象与企业可持续发展之间的桥梁作用，丰富了现有理论框架。
关键词：绿色品牌形象 可持续发展 消费者忠诚度
Abstract
With the increasingly severe global environmental problems, the sustainable development of enterprises has become the focus of the academic and practical circles. The purpose of this study is to explore the multi-dimensional impact of green brand image on the sustainable development of enterprises, and to reveal the key role of green brand image in promoting the sustainable development of enterprises by integrating multidisciplinary perspectives such as environmental management, marketing and enterprise strategy. Based on the resource-based theory and the social identity theory, the questionnaire survey method was used to collect the sample data of 425 enterprises from different industries, and the structural equation model was used for empirical analysis. The study shows that the green brand image not only directly promotes the economic performance of enterprises, but also promotes the sustainable development of enterprises by enhancing the loyalty of consumers, enhancing the sense of belonging of employees and improving the corporate social image. In particular, this study innovatively introduced the intermediary variable of "green perceived value", which verifies its role as a bridge between the green brand image and the sustainable development of enterprises, and enriches the existing theoretical fr amework.
Keyword:Green brand image sustainable development Consumer loyalty
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与思路 5
2绿色品牌形象的构建要素 6
2.1环保理念的融入 6
2.2绿色产品设计 7
2.3可持续供应链管理 7
3绿色品牌形象对市场竞争力的影响 8
3.1消费者认知与偏好 8
3.2品牌忠诚度提升 8
3.3市场份额扩大 9
4绿色品牌形象对企业内部管理的影响 9
4.1企业文化的绿色转型 10
4.2内部运营效率提升 10
4.3员工环保意识培养 11
5结论 11
参考文献 12
致谢 13
