| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 99 === This study focus on 1,277 certified organic farms, 422 leisure farms and 10 organic recreational farms, legally certified and registered in Taiwan, to explore the effects of green marketing strategies and innovation strategies on business performance in the organic farming industry. A total of 382 valid questionnaires are collected in the survey, and structural equation models (SEM) were used to investigate the relevance and strength of relationships between various related dimensions.
The findings of this study show that green marketing strategies and innovation strategies have a positive effect on the quality of products and services, corporate image, and on environmental protection, further improving business performance. The effect of green marketing strategy on environmental protection is greater than on quality of products and services. This is an indication that organic farms could improve the effectiveness of environmental even more through green marketing strategies while strengthening and improving the performance of their business. Moreover the effect of innovation strategy on corporate image is greater than on the quality of products and services. This is an indication that through innovation strategies, organic farms and leisure farms could more improving their business performance by the enhance of corporate image.
After comparing between organic farms and leisure farms, the results indicate there were significant variations existed on the paths' strength which including the impact of green marketing strategies on corporate image and on business performance, and the impact of innovation strategies on the quality of products and services and on business performance.
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