摘 要

在綠色品牌觀點上，降低對環境衝擊，可獲得消費者的信任，以增加企業之競爭優勢，過去綠色品牌相關文獻關於餐飲業的探討較少，因此本研究以「綠色餐廳」為研究標的，探討消費者對綠色餐廳品牌知識、品牌態度以及品牌表現三者之間的關係。研究結果顯示品牌知識、品牌態度以及品牌表現三者為正向關係，並進一步證實品牌態度會在品牌知識與品牌表現之間產生部分中介的效果。總而言之，研究結果顯示顧客品牌知識與認知對綠色餐廳業者之重要性，期待綠色餐廳業者能發展出色行銷策略，以確保綠色餐廳的永續經營。

關鍵詞：品牌知識、品牌態度、品牌表現、綠色餐廳

Abstract

From the perspective of green brands, a company can earn customers’ trust and gain competitive advantage by reducing the environmental impact. In the past green related literature, the issue of restaurant industry has been less discussed. This study aims to fill this research gap by identifying the composition and structure of brand attitude in green restaurants and examine the meditating effect of brand attitude on brand image and non-financial brand performance. The result shows that the relationships between brand knowledge, brand attitude and brand performance are positive. It is also confirmed that brand attitude has a partial mediating effect on the relationship between knowledge and brand performance. In summary, the findings of this study emphasize the importance of customers’ brand knowledge to green restaurant management. It is expected that green restaurants will develop good green marketing strategies to ensure the sustainability of green restaurant industry.

Keywords：Brand knowledge, Brand Attitude, Brand Performance, Green Restaura