Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan
Jui-Che Tu 1
,  
Ya-wen Tu 2  
,  
 
 
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1
Professor, Graduate School of Design, National Yunlin University of Science and Technology, Taiwan
2
Assistant Professor, Department of Commercial Design, Chienkuo Technology University, Taiwan Graduate School of Design, National Yunlin University of Science and Technology, Taiwan
3
Graduate School of Design, National Yunlin University of Science and Technology, Taiwan
CORRESPONDING AUTHOR
Ya-wen Tu   

Assistant Professor, Department of Commercial Design, Chienkuo Technology University, Taiwan Graduate School of Design, National Yunlin University of Science and Technology, Taiwan, No.1,Chiehshou North Road, 500 Changhua City, Taiwan
Publication date: 2016-03-20
 
EURASIA J. Math., Sci Tech. Ed 2016;12(5):1327–1346
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ABSTRACT
During the last decade, environmental issues have become a global concern. According to a report by the Taiwan Environmental Protection Administration, more than 95% of consumers prioritize purchasing green products. Therefore, enterprises should consider environmental concerns in their operational strategies. This study identified how enterprises can successfully operate green brands, and focused on enterprises manufacturing daily necessities. Through a literature review, rules and an operational strategy were derived. Subsequently, 6 experts were interviewed and completed a questionnaire, then analytic hierarchy process was used to obtain the key success factors of green brands selling daily necessities. The resulting 10 key success factor findings provide a reference for enterprises seeking to act with social responsibility; develop high-quality green products, brands, and services; and protect the environment.
eISSN:1305-8223
ISSN:1305-8215