| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 97 === When people address the issue of climate change, their concern focuses more on global warming caused by human activeities. It makes people pay more attention to the issues of global environmental policy and the policy implementation. This study tries to find out the relationship between business adopting green marketing strategy, and its impacts on company’s overall performance in Taiwan.
The Ecolabelling in Taiwan tells consumers those products which have Ecolabelling are better and more ecology-friendly toward global environment. Major reasons are their conservation of energy and water, using recycled materials and decreasing amount of pollutant. In order to obtain first-hand data, 390 questionnaires from Environmental Protection Administration in Taiwan were sent out to factories which have obtained the Ecolabelling in Taiwan. There were 155 valid questionnaires for our empirical analysis. This study then uses structural equation modeling (SEM) to analyze the data. As the result of the research, the more complete institution the better performance. It can not only protect the environment but also increase the profit of the companies.
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