台灣的街頭似乎可以看到越來越多人，人手一杯星巴克咖啡，特別是在促銷活動期間。在經濟不景氣的年代，面對龐大的咖啡市場與眾多的品牌夾擊下，星巴克高價位的咖啡卻是消費者首選的品牌。為何星巴克咖啡如此獲得消費者的青睞？星巴克引進台灣至2019年已成立480間分店，星巴克不做宣傳廣告而是將廣告費做為員工教育訓練，從行銷方式中，星巴克相信對員工做好關係策略，培訓優秀的員工，用誠摯的心，得到顧客的信任，創造出星巴克的特質，並從消費者建立口碑和品質的保證。這樣成功的行銷策略，使星巴克在競爭市場上佔有一席之地。本研究擬從消費者之角度，探討企業實行企業社會責任、推行綠色行銷，是否能提升企業形象，進而提高消費者對品牌之忠誠度。
本研究採用問卷調查，針對星巴克顧客進行統計分析，以便利抽樣方式發放線上問卷，回收有效問卷共376份，使用SPSS統計分析經敘述性分析、因素分析、信效度分析、相關性分析、變異數分析及迴歸分析等，對本研究各項假設進行問卷資料分析，其研究結果為：
1.企業社會責任對企業形象具有顯著正面影響，假設成立。
2.企業形象對顧客忠誠度具有顯著正面影響，假設成立。
3.企業社會責任對顧客忠誠度具有顯著正面影響，假設成立。
4.綠色行銷對企業形象具有顯著正面影響，假設成立。
5.綠色行銷對顧客忠誠度具有顯著正面影響，假設成立。

It seems that more and more people can be seen on the streets of Taiwan, handing a cup of Starbucks coffee especially during promotional activities. In the era of economic downturn, in the face of a huge coffee market and numerous coffee brands, Starbucks’ high-priced coffee is the brand of choice for consumers. Why is Starbucks coffee so popular with consumers？Starbucks introduced 480 branches into Taiwan in 2019. Starbucks does not advertise, but uses advertising fees as employee education and training. From the marketing method, Starbucks believes in good relationship strategies for employees, training outstanding employees, and earning the trust of customers with a sincere heart, creates the characteristics of Starbucks, and builds reputation and quality assurance from consumers. This successful marketing strategy enables Starbucks to occupy a place in the competitive market. This study intends to explore whether companies implementing corporate social responsibility and promoting green marketing can enhance corporate image from the perspective of consumers, thereby increasing consumer loyalty to brands. 
This study uses a questionnaire surveys to conduct statistical analysis on Starbucks customers, and distributes online questionnaires in a convenient sampling
method. A total of 376 valid questionnaires were collected SPSS statistical software
was used to conduct narrative analysis, factor analysis, reliability and validity analysis
correlation analysis, and variation numerical analysis, regression analysis,etc., the
questionnaire data analysis on the various hypotheses of this research, the research
results are:
1.Corporate social responsibility has a significant positive impact on corporate image, and the hypothesis holds.
2. The corporate image has a significant positive impact on customer loyalty, and the hypothesis holds.
3.Corporate social responsibility has a significant positive impact on customer loyalty, and the hypothesis holds. 
4.Green marketing has a significant positive impact on the corporate image, and the hypothesis holds. 
5.Green marketing has a significant positive impact on customer loyalty, and the hypothesis holds.

目錄 I
表目錄 Ⅲ
圖目錄 Ⅴ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 企業社會責任 6
第二節 企業形象 11
第三節 綠色行銷 14
第四節 顧客忠誠度 18
第五節 變數之間的推論及假說 22
第三章 研究方法與設計 25
第一節 研究架構與假設 25
第二節 研究樣本來源 26
第三節 變數定義與問卷設計	26
第四節 資料分析方法 29
第四章 資料分析與研究結果	31
第一節 敘述性統計 31
第二節 因素與信效度分析 34
第三節 相關性分析 38
第四節 變異數分析 39
第五節 迴歸分析 47
第六節 假設驗證 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 51	
第三節 研究限制與建議 51
參考文獻	52
參考附錄	60

表目錄
表1-1 聯合國永續發展目標表 2
表2-1 企業社會責任相關研究彙整表 7
表2-2 企業形象相關研究彙整表 12
表2-3 綠色行銷相關研究彙整表 16
表2-4 綠色行銷與傳統行銷之比較 16
表2-5 顧客忠誠度相關研究彙整表 19
表3-1 企業社會責任構面衡量表 26
表3-2 企業形象構面衡量表 27
表3-3 綠色行銷構面衡量表 27
表3-4 顧客忠誠度構面衡量表 28
表4-1性別敘述性分析表 31
表4-2年齡敘述性分析表 31
表4-3教育程度敘述性分析表	32
表4-4婚姻狀況敘述性分析表	32
表4-5職業類別敘述性分析表	32
表4-6平均月收入敘述性分析表 33
表4-7平均每週至星巴克消費敘述性分析表 33
表4-8消費目的敘述性分析表	34
表4-9各構面之KMO值與BARTLETT球型檢定 34
表4-10企業社會責任之因素分析 35
表4-11企業形象之因素分析 35
表4-12綠色行銷之因素分析 36
表4-13顧客忠誠度之因素分析 36
表4-14各構面之CRONBACH’S Α值 37
表4-15各構面之相關分析表 38
表4-16性別對各變數之差異分析表 39
表4-17年齡對各變數之差異分析表 39
表4-18教育程度對各變數之差異分析表	40
表4-19婚姻狀況對各變數之差異分析表	41
表4-20職業類別對各變數之差異分析表	42
表4-21平均月收入對各變數之差異分析表 43
表4-22平均每週至星巴克消費次數對各變數之差異分析表 44
表4-23消費目的對各變數之差異分析表	46
表4-24企業社會責任對企業形象之迴歸分析表 47
表4-25企業形象對顧客忠誠度之迴歸分析表 47
表4-26企業社會責任對顧客忠誠度之迴歸分析表	48
表4-27綠色行銷對企業形象之迴歸分析表 48
表4-28綠色行銷對顧客忠誠度之迴歸分析表 49
表4-29研究假設驗證彙整表 49

圖目錄
圖1-1研究流程圖 5
圖2-1企業社會責任同心圓模型 9
圖2-2企業社會責任金字塔模型 10
圖2-3顧客忠誠度類型 18
圖3-1研究架構圖 25

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