指導教授 – 梁蓉

口試委員 – 楊淑娟、黃馨逸

中文摘要：

自1987年，「永續發展」之概念首度被提出，而「綠色行銷」之環保價值也隨著時代思維之變遷，逐漸融入至人們的日常生活。人們對於「環保」的印象，大多僅停留在它對於自然環境友善之精神，然而這樣的效益往往無法成為消費者的強大消費動機。現今的綠色品牌，為保留產品的競爭力與擴大產業趨勢，透過「綠色」所給予人們的「環保」、「友善」、「利他主義」之形象，打造各式的象徵符號與消費價值，不僅鞏固了品牌的營利需求，更是吸引各式的產業跟著投入「綠化」與「永續」的生產價值。
布西亞認為，大量的產品與服務造成如今的人們不再是為了物的功能性而購買，取而代之地為了產品背後的符號意涵與象徵意義而消費。符號消費的目的在於製造差異，透過物品內涵的符號秩序彰顯個人品味、性格、身分、地位、生活模式等，以此與別的群體區別，進一步實現自我認同，這種消費邏輯加速了消費符號對人們日常生活的掌控，最終導致人們只為了追求自身存在的價值而消費，這種經由消費符號扭曲過後的現實，造就了如今的消費社會。

本研究以L’Occitane en Provence品牌為主要研究案例。透過文獻資料分析、比較及歸納的方法，梳理「綠色行銷」在布希亞的消費理論中所代表的消費符號，分析品牌如何運用「綠色」形象，打造品牌理念與特色，最終得以定義「綠色行銷」之價值所在。
本研究發現:
一、施展綠色行銷，產品能否取得民眾信任感、企業是否保有良好形象乃重要前提。
二、品牌是否運用創意思維，運用綠色行銷之環保形象做出品牌定位，為關鍵要素。
三、綠色化妝品品牌亦會運用各種廣告與行銷手法，打造各式「美」的符號意涵，結合「綠色」之自然形象，強化人們對身體與性別的社會認同感，以此產生商機。

英文摘要：

In 1987, the concept of "sustainable development" was proposed for the first time, the environmental protection value of "green marketing" has been gradually integrated into our daily life. However, the spirit of "environmental protection" cannot become a strong consumption motivation. Nowadays, green brands use the images of green, such as "friendliness" and "altruism", to create various symbols and consumption values, which not only meets the brand’s profit needs, but also attracts various industries to invest in "green" and "sustainable" production values.
Jean Baudrillard believes that too many products and services have caused people to no longer buy objects for the functionality but for the symbolic meaning behind the products. Through the symbolic order of the connotation of items, to distinguish them from other groups and realize self-identity. This consumption logic accelerates the impact of consumption symbols on people’s daily life. This reality distorted by consumption symbols has created today’s consumer society.
This study selected the "L’Occitane en Provence" brand as the primary research material. Through literature atudy, analyze how brands use the "green" image, create brand concepts and characteristics, and finally to define the value of "green marketing". The result of study shows that:

1. To implement green marketing, the public’s trust in the product and whether the company can maintain a good image are important prerequisites.
2. Whether the brand uses creative thinking and the image of green marketing to make brand positioning is the critical element.
3. Green cosmetics brands also use advertising and marketing to create various symbolic meanings of "beauty", combined with the image of "green", to strengthen people’s social identity with body and gender, thereby creating business opportunities.