臺灣企業實踐綠色行銷模式之研究— 以里仁社會企業的減塑設計為例

全球暖化，塑膠製品氾濫，二十世紀初，由於塑膠輕巧易塑、價格低廉的特性，二次大戰後許多閒置的工廠，開始大量地生產塑膠，製成非常「方便」的一次性使用產品——人類「拋棄式」的生活方式，蔚為一種進步、時尚，短短用幾分鐘就丟棄，遺留下來卻是百年不壞對地球的污染，接連的傷害了許多生態，也在海洋形成了垃圾島；日常生活中有許多塑膠製品所產生的塑膠微粒，也透由食衣住行育樂進入人體，影響了人類的健康。許多企業關注到大環境的問題，也意識到自身的企業社會責任，進而響應環保活動，以實踐永續生活、永續設計的意涵。鑑因於此，本研究欲針對上述之現象，探究：（1）綠色行銷之理論與內容；（2）里仁公司實際推行減塑設計的案例探討和實行現況；（3）設計師對於減塑設計在商業行銷上的建議與方法。研究設計運用文本分析法釐清有關綠色行銷的論述，及了解里仁企業實際運用減塑設計的案例；並透過訪談里仁門市從業人員、行政主管以及合作廠商，以了解里仁企業減塑策略的鋪陳與真實實踐的狀況、推行過程中所面臨的困難及因應對策。此外，亦訪談設計師探討減塑設計的作法與建議，以及對永續設計的展望；最後，運用比較分析，彙整多方觀點與文獻資料進行比對。透過本研究發現商業設計與環境保護是可以並存的，而消費者意識抬頭，對於標榜綠色行銷的企業，消費者會考驗其理念與行為的一致性。而里仁從內部人員到外部廠商都是朝著對環境與人友善的角度推行減塑設計，其核心作法在於共同學習企業核心理念的思惟，思惟轉變了才能透由溝通來轉變行為；減塑行動初期推行不易，里仁採取讓利，協助廠商渡過難關，釋出該分享大眾與回饋環境的部分，以求得與環境和諧平衡的共存。是故推動減塑設計確能成為企業實踐社會責任之內蘊價值，以及落實循環經濟—永續設計的新商業模式。期望藉此研究可做為其他企業未來推動綠色行銷之參考，並提升減塑設計之於環境永續的價值意義，使之深植消費者的心。

Global warming and the proliferation of plastic products. At the beginning of the 20th century, due to the characteristics of plastics that are light, easy to mold, and cheap, many factories that were idle after the Second World War began to mass-produce plastics to make very "convenient" disposable products. —Human's "disposable" way of life is a progressive and fashionable way of life. It is discarded in just a few minutes, but what remains is the pollution of the earth that is not bad for a hundred years. Garbage Island; plastic particles produced by many plastic products in daily life also enter the human body through food, clothing, housing, transportation, recreation, and entertainment, affecting human health. Many companies pay attention to the problem of the environment and realize their corporate social responsibility, and then respond to environmental protection activities to practice the meaning of sustainable life and sustainable design. In view of this, this research intends to explore the above phenomenon: (1) theory and content of green marketing; (2) the case study and implementation status of Leezen Company's actual implementation of plastic reduction design; (3) Designer's suggestions and methods for plastic reduction design in commercial marketing; the research design uses text analysis to clarify the discussion on green marketing, and understands the actual application of plastic reduction design by Leezen enterprises; and through interviews with Leezen store practitioners, administrative staff Supervisors and cooperative manufacturers to understand the lay-out and actual practice of Leezen's plastic reduction strategy, the difficulties faced in the implementation process and the countermeasures. In addition, designers are also interviewed to discuss the practices and suggestions of plastic reduction design, as well as the prospect of sustainable design. Finally, a comparative analysis is used to collect multiple viewpoints and compare with the literature. Through this research, it is found that commercial design and environmental protection can coexist, and consumer awareness is rising. For companies that advertise green marketing, consumers will test the consistency of their concepts and behaviors. From internal personnel to external manufacturers, Leezen implements plastic reduction design from the perspective of being friendly to the environment and people. It was not easy to implement in the early stage of the action. Leezen took advantage to help manufacturers overcome the difficulties, and released the part that should share with the public and give back to the environment, so as to achieve a harmonious and balanced coexistence with the environment. Therefore, the promotion of plastic reduction design can indeed become the inherent value of corporate social responsibility, and the implementation of a new business model of circular economy-sustainable design. It is hoped that this research can be used as a reference for other companies to promote green marketing in the future, and enhance the value of plastic reduction design for environmental sustainability, so that it can be deeply rooted in the hearts of consumers.