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題名 綠色金融策略對台灣銀行 Z 世代顧客品牌忠誠度之潛在效應分析
An Analysis of the Impact of Green Finance Strategies on Generation Z’s Brand Loyalty toward Banks作者 林品君
Lin, Pin-Chun貢獻者 黃正忠<br>郭曉玲
Huang, Cheng-Chung<br>Guo, Shiau-Ling
林品君
Lin, Pin-Chun關鍵詞 綠色金融
品牌忠誠度
Z 世代
臺灣銀行業
ESG
Green Finance
Brand Loyalty
Generation Z
Taiwanese Banking Industry
ESG日期 2025 上傳時間 1-Sep-2025 15:13:09 (UTC+8) 摘要 面對日益嚴峻的氣候變遷挑戰，全球各國積極推動永續轉型，金融業也從資金中介角色轉變為永續發展的驅動者。臺灣政府自 2017 年起推動三階段「綠色金融行動方案」，逐步導入 ESG 標準與政策工具，強化金融體系對氣候風險的因應能力。銀行作為最貼近消費者的金融機構，其綠色策略是否能轉化為品牌價值與顧客忠誠，成為實務與學界關注的重要議題。 另一方面，Z 世代（出生於 1995–2010 年）逐漸成為金融市場的潛力主力，其成長背景深受數位科技與永續議題影響，展現出對企業誠信、ESG 實踐與社會責任的高度敏感性。他們不僅擁有快速判讀資訊與建立品牌印象的能力，更傾向根據價值觀選擇合作品牌。因此，若銀行能有效傳遞綠色金融理念，不僅有助於塑造永續品牌形象，更可能深化顧客對品牌的認同與長期支持。 本研究旨在探討臺灣銀行業綠色金融策略對 Z 世代品牌忠誠度之影響，具體研究目的如下：（一）釐清綠色金融於永續發展政策中的關鍵角色與銀行策略構面；（二）解析品牌忠誠度在銀行經營中的實務價值與三構面（認知、情感、意圖）之形成機制；（三）剖析 Z 世代對 ESG 議題與綠色金融策略的認知與反應特性；（四）檢驗六大綠色金融策略構面對品牌忠誠度各層面的影響關係，提供實證依據與管理建議。 本研究採用問卷調查法蒐集臺灣 Z 世代樣本，建構六大綠色金融策略構面（包含：綠色金融商品與服務、責任授信、責任投資、氣候風險管理、綠色營運與供應鏈管理、永續倡議與社會參與）與品牌忠誠三構面（認知忠誠、情感忠誠、意圖忠誠）之研究模型，並運用多元線性迴歸分析檢驗構面間之影響關係。 實證結果顯示，六大構面對品牌忠誠三層面均具有顯著正向影響，整體模型解釋力良好。其中，「綠色營運與供應鏈管理」與「永續倡議與社會參與」對認知忠誠影響最大，突顯其具備高度可視性與日常連結特性；「責任投資」與「氣候風險管理」則在情感忠誠方面表現顯著，顯示 Z 世代對長期承諾與誠信形象的重視；而在意圖忠誠部分，「責任授信作業流程」與「氣候風險管理」為最具關鍵性的構面，反映其對資金配置正當性與永續承諾的關注程度。 此外，儘管臺灣銀行在綠色金融推動上呈現民營銀行較具市場敏感與創新意識、公股銀行則偏重制度落實與政策導向的特性，但本研究未觀察到不同銀行屬性使用者在品牌忠誠上的顯著差異，顯示現階段綠色策略尚未有效被顧客清楚辨識與感知，特別是缺乏個人化、數位化、可視化的傳遞方式，仍是實務上待強化的關鍵缺口。 基於研究發現，本文提出三項管理意涵：第一，銀行應提升認知忠誠，透過社群短影音、懶人包、互動式 ESG 地圖等數位內容，強化綠色策略的可視性與生活連結；第二，在情感層面應導入故事行銷與品牌價值敘事，運用 KOL、學生社群與在地議題建立價值共鳴；第三，在意圖層面應設計可見化選擇行為與個人化互動機制，如 ESG 履歷、綠點回饋、資金流向揭露平台等工具，強化顧客行動參與與長期使用意願。 本研究初步驗證了綠色金融策略對品牌忠誠之正向效益，並確認 Z 世代具有高度 ESG 意識與轉化為實際行為的潛力。未來研究可進一步納入跨世代比較、結合顧客行為資料與品牌溝通策略設計，深化對不同客群在永續金融情境下的品牌選擇與忠誠歷程之理解。
In response to the growing challenges of climate change, countries around the world are actively promoting sustainable transitions, with the financial industry evolving from a traditional intermediary to a key driver of sustainable development. Since 2017, the Taiwanese government has implemented a three-phase Green Finance Action Plan, gradually incorporating ESG standards and regulatory tools to strengthen the financial system’s ability to manage climate risks. As the most consumer-facing financial institutions, banks play a pivotal role in translating green strategies into brand value and customer loyalty—an issue of increasing interest in both industry and academia. At the same time, Generation Z (born between 1995 and 2010) is emerging as a dominant force in the financial market. Raised in a digital and sustainability-conscious environment, this generation exhibits high sensitivity toward corporate integrity, ESG practices, and social responsibility. They are adept at evaluating brand images and tend to make value-based decisions when selecting financial partners. If banks can effectively communicate their green finance initiatives, they can not only enhance their sustainable brand image but also strengthen customer identification and long-term loyalty. This study aims to investigate the impact of green finance strategies on brand loyalty among Generation Z in the Taiwanese banking industry. The specific objectives are as follows: (1) to clarify the strategic role of green finance in sustainable development and identify representative green finance dimensions in banking; (2) to analyze the practical value of brand loyalty in banking through the cognitive, affective, and conative loyalty framework; (3) to explore Gen Z’s perception and behavioral response to green finance and ESG issues; and (4) to empirically test the influence of six green finance strategy dimensions on the three components of brand loyalty. A questionnaire survey was conducted targeting Gen Z in Taiwan, and a research model was constructed comprising six green finance strategy dimensions—green products and services, responsible lending, responsible investment, climate risk management, green operations and supply chain management, and sustainability initiatives and social engagement—alongside three brand loyalty dimensions: cognitive, affective, and conative loyalty. Multiple linear regression analysis was employed to examine the relationships between variables. The results show that all six green finance strategy dimensions have significant positive effects on the three dimensions of brand loyalty, with strong explanatory power. Specifically, "green operations and supply chain management" and "sustainability initiatives and social engagement" had the strongest impact on cognitive loyalty due to their high visibility and relevance to everyday life. "Responsible investment" and "climate risk management" were most influential on affective loyalty, reflecting Gen Z’s emphasis on integrity and long-term corporate commitment. Meanwhile, "responsible lending" and "climate risk management" were the most critical drivers of conative loyalty, indicating Gen Z’s concern for the ethical use of capital and the bank’s sustainability commitment. Although private and public banks in Taiwan demonstrate different approaches to green finance—private banks emphasizing innovation and market responsiveness, and public banks focusing on policy and institutional mechanisms—this study found no significant differences in brand loyalty among users of different bank types. This suggests that green strategies are not yet effectively perceived by customers, especially due to a lack of personalized, digital, and visualized communication approaches. Based on these findings, three key managerial implications are proposed: (1) to enhance cognitive loyalty by increasing the visibility and relevance of green strategies through digital tools such as short-form videos, infographics, and interactive ESG maps; (2) to strengthen affective loyalty by applying storytelling and value-based communication, including partnerships with influencers, student communities, and local sustainability narratives; and (3) to improve conative loyalty by designing visible decision points and personalized interactive tools, such as ESG footprints, green reward systems, and funding transparency platforms. This study provides initial empirical evidence of the positive relationship between green finance strategies and brand loyalty, affirming the behavioral potential of ESG-aware Gen Z consumers. 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國立政治大學
企業管理研究所(MBA學位學程)
112363082資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363082 資料類型 thesis dc.contributor.advisor 黃正忠<br>郭曉玲 zh_TW dc.contributor.advisor Huang, Cheng-Chung<br>Guo, Shiau-Ling en_US dc.contributor.author (Authors) 林品君 zh_TW dc.contributor.author (Authors) Lin, Pin-Chun en_US dc.creator (作者) 林品君 zh_TW dc.creator (作者) Lin, Pin-Chun en_US dc.date (日期) 2025 en_US dc.date.accessioned 1-Sep-2025 15:13:09 (UTC+8) - dc.date.available 1-Sep-2025 15:13:09 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2025 15:13:09 (UTC+8) - dc.identifier (Other Identifiers) G0112363082 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/159120 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 112363082 zh_TW dc.description.abstract (摘要) 面對日益嚴峻的氣候變遷挑戰，全球各國積極推動永續轉型，金融業也從資金中介角色轉變為永續發展的驅動者。臺灣政府自 2017 年起推動三階段「綠色金融行動方案」，逐步導入 ESG 標準與政策工具，強化金融體系對氣候風險的因應能力。銀行作為最貼近消費者的金融機構，其綠色策略是否能轉化為品牌價值與顧客忠誠，成為實務與學界關注的重要議題。 另一方面，Z 世代（出生於 1995–2010 年）逐漸成為金融市場的潛力主力，其成長背景深受數位科技與永續議題影響，展現出對企業誠信、ESG 實踐與社會責任的高度敏感性。他們不僅擁有快速判讀資訊與建立品牌印象的能力，更傾向根據價值觀選擇合作品牌。因此，若銀行能有效傳遞綠色金融理念，不僅有助於塑造永續品牌形象，更可能深化顧客對品牌的認同與長期支持。 本研究旨在探討臺灣銀行業綠色金融策略對 Z 世代品牌忠誠度之影響，具體研究目的如下：（一）釐清綠色金融於永續發展政策中的關鍵角色與銀行策略構面；（二）解析品牌忠誠度在銀行經營中的實務價值與三構面（認知、情感、意圖）之形成機制；（三）剖析 Z 世代對 ESG 議題與綠色金融策略的認知與反應特性；（四）檢驗六大綠色金融策略構面對品牌忠誠度各層面的影響關係，提供實證依據與管理建議。 本研究採用問卷調查法蒐集臺灣 Z 世代樣本，建構六大綠色金融策略構面（包含：綠色金融商品與服務、責任授信、責任投資、氣候風險管理、綠色營運與供應鏈管理、永續倡議與社會參與）與品牌忠誠三構面（認知忠誠、情感忠誠、意圖忠誠）之研究模型，並運用多元線性迴歸分析檢驗構面間之影響關係。 實證結果顯示，六大構面對品牌忠誠三層面均具有顯著正向影響，整體模型解釋力良好。其中，「綠色營運與供應鏈管理」與「永續倡議與社會參與」對認知忠誠影響最大，突顯其具備高度可視性與日常連結特性；「責任投資」與「氣候風險管理」則在情感忠誠方面表現顯著，顯示 Z 世代對長期承諾與誠信形象的重視；而在意圖忠誠部分，「責任授信作業流程」與「氣候風險管理」為最具關鍵性的構面，反映其對資金配置正當性與永續承諾的關注程度。 此外，儘管臺灣銀行在綠色金融推動上呈現民營銀行較具市場敏感與創新意識、公股銀行則偏重制度落實與政策導向的特性，但本研究未觀察到不同銀行屬性使用者在品牌忠誠上的顯著差異，顯示現階段綠色策略尚未有效被顧客清楚辨識與感知，特別是缺乏個人化、數位化、可視化的傳遞方式，仍是實務上待強化的關鍵缺口。 基於研究發現，本文提出三項管理意涵：第一，銀行應提升認知忠誠，透過社群短影音、懶人包、互動式 ESG 地圖等數位內容，強化綠色策略的可視性與生活連結；第二，在情感層面應導入故事行銷與品牌價值敘事，運用 KOL、學生社群與在地議題建立價值共鳴；第三，在意圖層面應設計可見化選擇行為與個人化互動機制，如 ESG 履歷、綠點回饋、資金流向揭露平台等工具，強化顧客行動參與與長期使用意願。 本研究初步驗證了綠色金融策略對品牌忠誠之正向效益，並確認 Z 世代具有高度 ESG 意識與轉化為實際行為的潛力。未來研究可進一步納入跨世代比較、結合顧客行為資料與品牌溝通策略設計，深化對不同客群在永續金融情境下的品牌選擇與忠誠歷程之理解。 zh_TW dc.description.abstract (摘要) In response to the growing challenges of climate change, countries around the world are actively promoting sustainable transitions, with the financial industry evolving from a traditional intermediary to a key driver of sustainable development. Since 2017, the Taiwanese government has implemented a three-phase Green Finance Action Plan, gradually incorporating ESG standards and regulatory tools to strengthen the financial system’s ability to manage climate risks. As the most consumer-facing financial institutions, banks play a pivotal role in translating green strategies into brand value and customer loyalty—an issue of increasing interest in both industry and academia. At the same time, Generation Z (born between 1995 and 2010) is emerging as a dominant force in the financial market. Raised in a digital and sustainability-conscious environment, this generation exhibits high sensitivity toward corporate integrity, ESG practices, and social responsibility. They are adept at evaluating brand images and tend to make value-based decisions when selecting financial partners. If banks can effectively communicate their green finance initiatives, they can not only enhance their sustainable brand image but also strengthen customer identification and long-term loyalty. This study aims to investigate the impact of green finance strategies on brand loyalty among Generation Z in the Taiwanese banking industry. The specific objectives are as follows: (1) to clarify the strategic role of green finance in sustainable development and identify representative green finance dimensions in banking; (2) to analyze the practical value of brand loyalty in banking through the cognitive, affective, and conative loyalty framework; (3) to explore Gen Z’s perception and behavioral response to green finance and ESG issues; and (4) to empirically test the influence of six green finance strategy dimensions on the three components of brand loyalty. A questionnaire survey was conducted targeting Gen Z in Taiwan, and a research model was constructed comprising six green finance strategy dimensions—green products and services, responsible lending, responsible investment, climate risk management, green operations and supply chain management, and sustainability initiatives and social engagement—alongside three brand loyalty dimensions: cognitive, affective, and conative loyalty. Multiple linear regression analysis was employed to examine the relationships between variables. The results show that all six green finance strategy dimensions have significant positive effects on the three dimensions of brand loyalty, with strong explanatory power. Specifically, "green operations and supply chain management" and "sustainability initiatives and social engagement" had the strongest impact on cognitive loyalty due to their high visibility and relevance to everyday life. "Responsible investment" and "climate risk management" were most influential on affective loyalty, reflecting Gen Z’s emphasis on integrity and long-term corporate commitment. Meanwhile, "responsible lending" and "climate risk management" were the most critical drivers of conative loyalty, indicating Gen Z’s concern for the ethical use of capital and the bank’s sustainability commitment. Although private and public banks in Taiwan demonstrate different approaches to green finance—private banks emphasizing innovation and market responsiveness, and public banks focusing on policy and institutional mechanisms—this study found no significant differences in brand loyalty among users of different bank types. This suggests that green strategies are not yet effectively perceived by customers, especially due to a lack of personalized, digital, and visualized communication approaches. Based on these findings, three key managerial implications are proposed: (1) to enhance cognitive loyalty by increasing the visibility and relevance of green strategies through digital tools such as short-form videos, infographics, and interactive ESG maps; (2) to strengthen affective loyalty by applying storytelling and value-based communication, including partnerships with influencers, student communities, and local sustainability narratives; and (3) to improve conative loyalty by designing visible decision points and personalized interactive tools, such as ESG footprints, green reward systems, and funding transparency platforms. This study provides initial empirical evidence of the positive relationship between green finance strategies and brand loyalty, affirming the behavioral potential of ESG-aware Gen Z consumers. Future research may extend to intergenerational comparisons, integrate behavioral data, and explore brand communication strategies to deepen understanding of customer loyalty formation in sustainable financial contexts. en_US dc.description.tableofcontents 第一章 緒論 11 第一節 研究動機 11 第二節 研究目的 13 第二章 文獻探討 15 第一節 綠色金融（Green Finance） 15 第二節 品牌忠誠度（Brand Loyalty） 27 第三節 Z 世代在永續觀與金融使用上的特性探討 33 第四節 臺灣銀行業綠色金融現況 37 第三章 研究方法 49 第一節 研究架構 50 第二節 研究假說 51 第三節 研究方法與研究對象 55 第四節 問卷設計 56 第四章 資料分析 60 第一節 信度分析 60 第二節 樣本結構分析 61 第三節 整體研究變項之敘述性統計分析 67 第四節 各研究面向之 T 檢定與 ANOVA 分析 75 第五節 研究假設驗證 82 第五章 研究結果討論與建議 88 第一節 研究發現與研究結論 88 第二節 管理意涵 92 第三節 研究限制與後續研究建議 95 參考文獻 97 附錄一 103 附錄二 116 附錄三 127 zh_TW dc.format.extent 8960430 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363082 en_US dc.subject (關鍵詞) 綠色金融 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.subject (關鍵詞) Z 世代 zh_TW dc.subject (關鍵詞) 臺灣銀行業 zh_TW dc.subject (關鍵詞) ESG zh_TW dc.subject (關鍵詞) Green Finance en_US dc.subject (關鍵詞) Brand Loyalty en_US dc.subject (關鍵詞) Generation Z en_US dc.subject (關鍵詞) Taiwanese Banking Industry en_US dc.subject (關鍵詞) ESG en_US dc.title (題名) 綠色金融策略對台灣銀行 Z 世代顧客品牌忠誠度之潛在效應分析 zh_TW dc.title (題名) An Analysis of the Impact of Green Finance Strategies on Generation Z’s Brand Loyalty toward Banks en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 天下雜誌，2024。DJSI 道瓊永續指數榜單速報：台灣金融業、科技業進榜多，內部碳定價、永續供應鏈為重要策略。https://csr.cw.com.tw/article/43956，擷取日期：2025年6月24日 中信金控，2023。 2023 中信金控永續報告書。https://media-ctbc.todayir.com/pdf/esg_report/2023/2023_SustainabilityReport_CN.pdf，擷取日期：2025年4月1日 台新金控，2023。2023 台新金控永續報告書。https://www.taishinholdings.com.tw/tsh/responsibility/files/CSR-report/2023-CSR-report_c.pdf，擷取日期：2025年4月1日 台灣金融研訓院，2022。2022年大專生金融素養調查報告。 玉山金控，2023。2023 玉山金控永續報告書。https://www.esunfhc.com/zh-tw/-/media/ESUNFHC/Files/CSR/FHC-CSR-Report/2023-Sustainability-ReportChinese.pdf，擷取日期：2025年4月1日 兆豐金控，2023。 2023 兆豐金控永續報告書。https://esg.megaholdings.com.tw/apifrontend/file/pdf/20241021115849464_Mega%20Holdings_2023%20ESG%20Report(Chinese).pdf，擷取日期：2025年6月5日 合庫金控，2023。2023 合庫金控永續報告書。https://esg.tcfhc.com.tw/uploads/download_item/download_file_zh/12/2023_ESG_REPORT_zh.pdf，擷取日期：2025年6月5日 金融監督管理委員會，2017。綠色金融行動方案 1.0。https://www.fsc.gov.tw/websitedowndoc?file=chfsc/201802131614480.pdf&filedisplay=1061106綠色金融行動方案（核定本）完整.pdf，擷取日期：2025年4月1日 金融監督管理委員會，2020。綠色金融行動方案 2.0。https://www.fsc.gov.tw/websitedowndoc?file=chfsc/202104191513590.pdf&filedisplay=綠色金融行動方案2.0.pdf，擷取日期：2025年4月1日 金融監督管理委員會，2022。綠色金融行動方案 3.0。https://www.fsc.gov.tw/websitedowndoc?file=chfsc/202209281336330.pdf&filedisplay=綠色金融行動方案3.0.pdf，擷取日期：2025年4月1日 金融監督管理委員會，2024。金管會推出「綠色及轉型金融行動方案」–推動綠色金融再升級，助力2050淨零排放。https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202410290001&dtable=News，擷取日期：2025年6月5日 政大商學院信義書院、東方線上消費者研究集團，2024。2024 消費者永續指數調查報告。https://www.nccu.edu.tw/p/406-1000-17454,r17.php?Lang=zh-tw，擷取日期：2025年5月13日 國泰金控，2023。 2023 國泰金控永續報告書。https://www.cathayholdings.com/holdings/-/media/c0f1617c0d6645cc99927740fd4cebbe.pdf?sc_lang=zh-tw，擷取日期：2025年4月1日 第一金控，2023。2023 第一金控永續報告書。https://csr.firstholding.com.tw/tc/doc/reports/20240520332090111134013_tc.pdf，擷取日期：2025年6月5日 富邦金控，2023。2023 富邦金控永續報告書。https://www.fubon.com/financialholdings/citizenship/downloadlist/downloadlist_report/Fubon_ESGreport_2023_CH.pdf，擷取日期：2025年4月1日 華南金控，2023。 2023 華南金控永續報告書。https://www.hnfhc.com.tw/uploads/file/20240717132842780911.pdf，擷取日期：2025年6月5日 綠色和平，2024。COP29 落幕，盤點會後3大重點、4大未來關注面向。https://www.greenpeace.org/taiwan/update/43127/cop29落幕，盤點會後3大重點、4大未來關注面向/，擷取日期：2025年4月1日 臺灣銀行，2023。2023 臺灣銀行永續報告書。 https://wwwap.bot.com.tw/ESG/Files/2023.pdf，擷取日期：2025年6月5日 i-buzz，2024。銀行品牌大揭密！透過六力分析深度評估品牌力。https://www.i-buzz.com.tw/article/article?atype=brandranking&id=325，擷取日期：2025年6月5日 二、英文文獻 Aaker, D. 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