Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan

Jui-Che Tu; Ya-wen Tu; Yun-Sian Jhangr

doi:10.12973/eurasia.2016.1516a

Full Text (PDF)

Jui-Che Tu ¹, Ya-wen Tu ² ^* , Yun-Sian Jhangr ³

More Detail

¹ Professor, Graduate School of Design, National Yunlin University of Science and Technology, Taiwan² Assistant Professor, Department of Commercial Design, Chienkuo Technology University, Taiwan Graduate School of Design, National Yunlin University of Science and Technology, Taiwan³ Graduate School of Design, National Yunlin University of Science and Technology, Taiwan^* Corresponding Author

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.

Keywords

analytic hierarchy process
green brands
key success factors

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EURASIA J Math Sci Tech Ed, 2016, Volume 12, Issue 5, 1327-1346

https://doi.org/10.12973/eurasia.2016.1516a

Publication date: 20 Mar 2016

Article Views: 2071

Article Downloads: 2410

Open Access References How to cite this article

References

Aaker, D. A. (1984).Strategic market management. New York：John Wiley & Sons.
Aaker, D. A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.1001.
Aaker, D. A. (1995). Strategic market management (4th Ed.). New York: Wiley, xv.
Barbara, B. & Philippe, H. (1994). Toward a Definition of Corporate Transformation. MIT Sloan Management Review, 35(3), 101-106.
Berry, M. A., & Rondinelli, D. A. (1997). Proactive corporate environmental management: A New Industrial Revolution. Academy of Management Executive, 12 (2), 38-50.
Boynton, A. C., & Zmud, R. W. (1984). An assessment of critical success factors. Sloan Management Review, 25(4), 17-27.
Chen, Y. S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307-319. http://link.springer.com/article/10.1007%2Fs10551-009-0223-9
Chu, C.C. (2008). Study on Enhancement of Corporate Image by Green Strategy. Master’s thesis. Taiwan: Graduate Institute of Industrial Design, National Cheng Kung University.
Chu, B.Y. (2012). Green Gold Enterprises: from IT to ET, Creation of New Blue Sea. Taipei City: Commonwealth Publishing.
Cui, S.H., Yang, X.A., Guo, X.H., Lin,T. Zhao, Q.J., Feng, L. (2011). Increased challenges for world heritage protection as a result of urbanization in Lijiang City Int. J. Sustainable Dev. World Ecol, 18(6), 480-485.
Czaja, S.J., Schulz, R., Lee. C.C., Belle, S.H. (2003). A methodology for describing and decomposing complex psychosocial and behavioral interventions. Psychology and Aging, 18(3), 385.
Esty, D. C. & Winston, A. S. (2009) . Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage. First published by Yale University Press in 2006. Published by John Wiley & Sons, Inc.; Hoboken, New Jersey.
Daniel, R. D. (1961). Management Information Crisis. Harvard Business Review, 39(5), 107- 118.
Environmental Protection Administration, Executive Yuan. (2007). Guide of Green Consumption. Taipei City: Environmental Protection Administration, Executive Yuan.
Ferguson, C. R. & Dickinson, R. (1982). Critical success factor for directors in the eighties. Business Horizons, May, 467-488.
Green Management Department, China Productivity Center. (1996). Green Enterprises which Face the 21st Century. Strategic Productivity Monthly, 482, 51-53.
Grant, J. (2008). Green marketing. Strategic Direction, 24(6), 25- 27. http://www.emeraldinsight.com/doi/abs/10.1108/02580540810868041
Hana, H. ., Hsub, L. T. ., Leec, . S. ., Sheud, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management,30, 345-355. http://www.sciencedirect.com/science/article/pii/S0278431910000903
Hartmann, P., Apaolaza, I.V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65, 1254-1263. doi: doi.org/dzdwb2
Hartmann, P., Apaolaza, I.V., Forcada, S.F. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence and Planning, 23, 9-29.
Hiroshi Nakano. Green Ocean Senryaku. China Productivity Center. 2012.
Hofer, C. W. & Schendle D. (1978). Strategy formulation: analytical concept. West Publishing Co., 75-76.
Honkanen, P., Verplanken, B., Olsen, S.O., (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behavior 5(5), 420–430.
Hsieh, K. P. (2008). Full Graphic: Business Greening does so. Business Next, 172, 120-121.
Hsieh, J.Y. (2010). Launch of Green Brand Capacity, Environmental Protection by Consumption. Business Next, 191, 88-98.
Ind, N. (1997). The Corporate Brand. Macmillan Press Ltd, London.
Jenster, P. V. (1987). Using CSFs in planning. Long Range Planning, 20(4), 106.
Jones, L. P. (1994). Taste and the greening of design: The role of design imagery in a postacquisitive society. Leonardo, 27(4), 317.
Klassen, R. D. & McLaughlin, C. P. (1996). The Impact of Environmental Management on Firm Performance. Management Science, 42(8), 512-536.
Leidecker, J. K., & Bruno, A. V. (1984). Identifying and Using Critical Success Factors. Long Range Planning, 17, 26.
Lin, C.I., Hsieh, J.F.( 2013). Green Power of Taiwan Semiconductor Manufacturing Co., Ltd.: Creation of Sustainable Competitiveness by 21 Key Actions. Taipei City: Commonwealth Publishing.
Lin, Y.C. (2008). Corporate Social Responsibility Handbook. Taipei City: Commonwealth Publishing.
Madhurima, D. & Ewuuk, L. D.(2014). Evaluation of retail service quality using analytic hierarchy process. International Journal of Retail & Distribution Management, 42(6), 521- 541.
Manaktola, K., Jauhari, V., (2007). Exploring consumer attitude and behavior towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5), 364-377.
Mendleson, N., Polonsky, M.J., (1995). Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing, 12(2), 4–18.
Nash, H. (2009). The European Commission’s sustainable consumption and production and sustainable industrial policy action plan, Journal of Cleaner Production, 17(4), 496-498.
Nehrt, C.( 1998). Maintainability of first mover advantages: When environmental regulations differ between countries. Academy of Management Review, 23, 77-97.
Patrick, H., Ibáñez, V. A., Sainz, F. J. F. (2005). Green Branding Effects on Attitude: Functional versus Emotional Positioning Strategies. Marketing Intelligence and Planning, 23(1). 9- 30.
Porter, M. E. & Linde, V. D. (1995). Green and Competitive. Harvard Business Review, 73(5), 120-134. http://dro.deakin.edu.au/view/DU:30036962
Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64, 1311-1319.
Dey, P. K., Hariharan S., Clegg , B. T. (2006). Measuring the operational performance of intensive care units using the analytic hierarchy process approach. International Journal of Operations & Production Management, 26(8), 849 - 865
Raymond, E. (2009). Sustainable branding and marketing: Millennials to Matures. Packaging Digest, 46(5), 40-43.
Rosaria de F. S. M. Russo & Roberto C. (2015). Criteria in AHP: a Systematic Review of Literature. Procedia Computer Science, 55, 1123-1132. http://www.sciencedirect.com/science/article/pii/S1877050915015562
Saaty, T. L. (1980). The Analytic Hierarchy Process, McGraw-Hill, New York.
Scarlett, L. (1991). A consumer`s guide to environmental myths and realities. National Center for Policy Analysis, USA.
Shi, L.H. (2010). Green Innovation and Product Development. Taichung City: Tsang Hai Publishing.
Shrivastava, P. (1995). Environmental Technologies and Competitive Advantage. Strategic Management Journal, 16(1), 183-200.
Shrum, L.J., McCarty, J.A., Lowrey, T.M., (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of Advertising, 24(2), 71-82.
Thomas L. Saaty. (2008). Decision making with the analytic hierarchy process. Int. J. Services Sciences, 1(1), 83-98.
Tseng, Y. M, Chen, K.W. (2005). Image toward Social Responsibility Behavior and Corporate Image on the Effects of Supporting the enterprise, Journal of Business Administration, 66.
Vandermerwe, S., Oliff, M.D. (1990). Customers drive corporations green. Long Range Planning, 23, 10–16.
Wheeler, M & Sharp, A & Magda, N. T. (2013). The effect of ‘green’ messages on brand purchase and brand rejection. Australasian Marketing Journal, 21, 105-110. http://www.sciencedirect.com/science/article/pii/S1441358213000086
Wu, Y. M., Lei, Y., Chen, S. M. (2013). Application of the Analytic Hierarchy Process for the selection of wastewater reuse targets. Management Decision, 52(7), 1222-1235. doi : doi.org/10.1108/MD-11-2012-0794

How to cite this article

APA

Tu, J.-C., Tu, Y.-W., & Jhangr, Y.-S. (2016). Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. Eurasia Journal of Mathematics, Science and Technology Education, 12(5), 1327-1346. https://doi.org/10.12973/eurasia.2016.1516a

Vancouver

Tu JC, Tu YW, Jhangr YS. Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. EURASIA J Math Sci Tech Ed. 2016;12(5):1327-46. https://doi.org/10.12973/eurasia.2016.1516a

AMA

Tu JC, Tu YW, Jhangr YS. Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. EURASIA J Math Sci Tech Ed. 2016;12(5), 1327-1346. https://doi.org/10.12973/eurasia.2016.1516a

Chicago

Tu, Jui-Che, Ya-wen Tu, and Yun-Sian Jhangr. "Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan". Eurasia Journal of Mathematics, Science and Technology Education 2016 12 no. 5 (2016): 1327-1346. https://doi.org/10.12973/eurasia.2016.1516a

Harvard

Tu, J.-C., Tu, Y.-W., and Jhangr, Y.-S. (2016). Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. Eurasia Journal of Mathematics, Science and Technology Education, 12(5), pp. 1327-1346. https://doi.org/10.12973/eurasia.2016.1516a

MLA

Tu, Jui-Che et al. "Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan". Eurasia Journal of Mathematics, Science and Technology Education, vol. 12, no. 5, 2016, pp. 1327-1346. https://doi.org/10.12973/eurasia.2016.1516a