探討企業永續發展的承諾與實踐：以綠藤生機為例

Abstract

在當前全球化的商業環境下，環境、社會和公司治理（ESG）已成為衡量企業競爭優勢的核心指標，因此越來越多企業強調其在永續議題的貢獻。然而，有些企業僅是在「漂綠」，實際的行動與宣揚的永續發展承諾並不一致。台灣第三間獲得B型企業認證的公司—綠藤生機，持續推行並實踐永續發展理念，因此獲得許多媒體報導和國際獎項。於是本文選擇綠藤生機作為研究對象，希望能深入探討其如何結合外部行銷來深化其內部行銷的成效，並在組織內部建立員工對永續發展理念的共識，以及如何引導員工實踐這些理念，最終維持其在永續領域的競爭力。 本研究採用質性研究方法，透過二手資料研究，包括閱讀學術文獻、媒體報導、綠藤的公司傳記《B型選擇》和其歷年的永續報告書，以及參與觀察法和半結構式訪談了十名公司員工，收集初級資料，針對這些資料進行分析。本研究以服務三角形的理論架構為基礎分析個案公司如何藉由外部行銷、內部行銷及互動行銷實現永續發展的理念，指出綠藤透過挑戰傳統消費模式、鼓勵消費者參與，以及富有教育意涵和社會責任的行銷策略，吸引到具有相同理念的消費者和潛在員工，提升他們對品牌的信任和忠誠度，以及公眾對永續發展的認知；另一方面，綠藤在內部透過與理念緊密結合的員工教育訓練、公開透明的資訊、定期且持續的活動、開放包容的工作環境，強調實務經歷的跨部門交流等方式向員工傳遞並深化公司的永續發展理念。接著企業在領導者的以身作則以及將理念轉化為具體可行的背景下，推動員工在日常生活和工作中落實永續發展理念，使其在工作中也更能增強品牌與消費者間的連結，為企業的永續發展帶來更多機會和優勢。 此研究填補了結合永續發展理念與內部行銷策略的學術研究空白，以及服務三角形理論的實際案例，並將研究結果轉化為具體的策略建議，供其他企業在實踐其永續發展承諾時借鑑。

In the current globalized business environment, sustainable development has evolved into a crucial benchmark for determining an enterprise's competitive advantage. Consequently, there is a growing predilection among corporations to emphasize their contributions to sustainability. However, a gap exists between some companies' proclaimed commitments to sustainable development and their actual actions, leading to 'greenwashing' phenomenon. Greenvines, being the third Taiwanese company to secure a B Corp certification, was selected as the subject of this research due to its relentless practice of sustainability principles. The overarching objective of this case study is to delve into how Greenvines enhances employees' professional capacities in sustainable development through integrated internal and external marketing strategies, and how it inspires and guides its employees to implement these concepts internally. This research employs a qualitative methodology, involving a thorough review of academic literature, media reports, Greenvines ' company biography "B Choice", and its social responsibility reports. In addition, the study adopts participant observation and semi-structured interviews, with the inclusion of ten company employees, to collate primary data. The collected primary and secondary data are then subjected to a comprehensive analysis.Utilizing the theoretical underpinning of the service marketing triangle, this research explicates how Greenvines actualizes its sustainability principles through external marketing, internal marketing, and interactive marketing. The company has effectively heightened public awareness on sustainable development by countering traditional consumption patterns, advocating consumer participation, and implementing educational and social responsibility strategies. This proactive approach fortifies the bond between the brand and its consumers, thereby enhancing consumer trust and fostering brand loyalty. Internally, Greenvines has successfully amplified its employees' comprehension and execution of sustainability principles through an open communication environment, consistent professional training, ongoing communication initiatives, transparent information exchange, and a cultural emphasis on cross-departmental knowledge sharing. This study bridges an academic gap by combining sustainability principles with internal marketing strategies. It provides a practical case for the application of the service marketing triangle theory and translates the research findings into actionable strategic recommendations. These insights can be utilized by other corporations as a reference when promoting their sustainability commitments, to realize a mutually beneficial commitment to sustainable development both within and outside their organizational boundaries.