航空客運業快速成長將造成嚴重環境破壞，聯合國跨政府氣候變遷小組(IPCC)更指出，航空客運業將會是未來影響氣候變遷的關鍵因素之一，航空公司要如何運用綠色策略回應消費者對於環境議題的日益關注，將是本研究探討的目的。消費者忠誠度是航空公司能永續經營的關鍵因素，過去卻鮮少有文獻著墨於航空公司綠色行銷與措施影響消費者忠誠度之研究。因此本研究將採實證分析，以我國航空客運業國際線市場之三間航空公司旅客為例，並運用結構方程模式(Structural Equation Modeling, SEM)建構航空公司綠色行銷與措施對消費者忠誠度影響之架構，並以品牌形象及消費者滿意度作為雙中介變數，探討潛在變數間之因果關係，最後藉由消費者環境保護涉入程度變數，以多群組分析(multiple group analysis)探討高環保涉入族群與低環保涉入族群對於整體模式是否產生干擾效果。研究結果可推測，消費者認為現階段各航空公司之綠色行銷與措施並未顯著不同，且經模式驗證可知：航空公司綠色行銷與措施對品牌形象具有正向的影響效果；航空公司綠色行銷與措施對消費者滿意度具有正向的影響效果；航空公司綠色行銷與措施對消費者忠誠度具有正向的影響效果；品牌形象對消費者滿意度具有正向的影響效果；品牌形象對消費者忠誠度具有正向的影響效果；消費者滿意度對消費者忠誠度具有正向的影響效果；消費者環境保護涉入程度之不同並未顯著干擾整體模式效果。The rapid growth of international air travel has averaged approximately 5 percent per year. The Intergovernmental Panel on Climate Change (IPCC) has concluded that the aviation industry will become one of the largest contributors to global warming. However, airlines how to develop green strategies to respond to consumers' growing concern for environmental issues is the key to the global market. The purpose of this study was to explore the relationship between the airlines’ green marketing and measures, brand image, customer satisfaction, and customer loyalty as expressed by passengers of three passenger airline industry. This research will apply the Structural Equation Modeling (SEM) methodology and Multiple Group Analysis to verify the relationship among these variable and as well the influential effect from different customer environmental involvement to the relationship between green marketing and measures, brand image, customer satisfaction, and customer loyalty. In the research, the study conducted a questionnaire survey for three airlines’ passengers on international routes in Taiwan. The empirical results show that green marketing and measures is positive relationship between brand image; green marketing and measures is positive relationship between customer satisfaction; green marketing and measures is positive relationship between customer loyalty; brand image is positive relationship between customer satisfaction; brand image is positive relationship between customer loyalty; customer satisfaction is positive relationship between customer loyalty and the influential effect from different customer environmental involvement to the relationship between four latent variables is not significant. Based on the above results, management implications as well as corresponding improvement strategies are proposed.
