Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan
Jui-Che Tu 1, Ya-wen Tu 2 * , Yun-Sian Jhangr 3
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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

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.

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

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

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

Publication date: 20 Mar 2016

Article Views: 681

Article Downloads: 354

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