绿色管理_企业形象与竞争优势关联性研究.docx

●管理论坛【DOI】10.3969/j.issn.1007-5097.2012.10.024绿色管理、企业形象与竞争优势关联性研究曹芳萍 1，温玲玉 2，蔡明达 2（1. 北京林业大学 经济管理学院，北京 100083；2. 台湾彰化师范大学 商业教育学系，台湾 彰化 500）A Study on the Relationships of Green Management, Corporate Image and Competitive AdvantagesCAO Fang-ping1，WEN Ling-yu2，CAI Ming-da2（1. School of Economics and Management，Beijing Forestry University，Beijing 100083，China；2. Department of Business Education，National Changhua University of Education，Zhanghua 500，China）Abstract：Mainland China has become world production concentration，while its rapid development also leads environmentaland ecological impact．If these environment problems were neglected for long time，it would make major threats and challeng?es to sustainable development of enterprises． Thus， energy conservation and green management has become a consensus．This study was intended to find the association of green management，corporate image and competitive advantages by structuralequation model with a total of 286 valid samples of employees and executives of Chinese mainland enterprises． The resultsshowed that all hypotheses of this study were supported．Paths of competitive advantages on green management，green manage?ment on corporate image，and corporate image on competitive advantage all reached significant levels．Corporate image put amediate affect on the relationship between green management and competitive advantages．This study presented discussion andrecommendations for Chinese enterprises in the practice of green management strategies and further study．Key words：green management；corporate image；competitive advantages；structural equation model一、引言工业活动的迅速发展，造成了全球性的环境问题，且已成为企业经营的必要任务，然而各大企业在 20 世纪 80 年代才 明 显 重 视 企 业 经 营 与 环 境 冲 击 之 间 的 关 系 （Shrivastava，1994） [1]。企业是自然环境中的一环，企业永续发展应注重企业与自然环境之间的平衡，因此企业的科技发展与成长理应 有 一 定 程 度 的 限 制（Gladwin，Kennelly， Krause，1995）[2]。企业经济发展迅速，虽有利于经济与获利，但却可能对于自然环境造成破坏；反之，若企业发展程度过于保守，虽可履行对自然环境的责任，却使组织获利未达最佳化。目前全球人口约为六十五亿人，2050 年时，全球人口数可能上升至九十亿 (Marcus，Islam， Moloney，2008) 【3】。