手搖飲發源於台灣，後續許多品牌開始往海外發展，起初從文化背景較相似的中國大陸市場切入，與鄰近的東南亞市場開始起步，後來在北美、歐洲與大洋洲也都可以看見手搖飲門市的據點，珍珠奶茶手搖飲的文化現在已成為國際共同的認定的美食之一，全球引起了珍珠奶茶的風潮，全球瘋珍珠奶茶的情況，帶動了台灣整體出口與企業往海外投資的布局，北美、歐洲與東南亞各國都能看見台灣的珍珠奶茶品牌。但這樣的榮景在COVID-19疫情之後有了很大的轉變，消費者開始關注企業在ESG的相關做法，各國政府也提出環保等相關措施。國際手搖飲品牌在不同的國家背景如何去因應這樣消費市場的改變，成為現在經營上的迫切議題。手搖飲品牌希望藉由導入ESG相關措施來提高消費者的知覺價值，進而影響消費者滿意度與忠誠度，來達到永續經營的效果。
本研究共回收611份有效問卷，並使用SPSS Statistics 17.0統計軟體進行敘述性統計、因素分析、相關分析、迴歸分析、變異數分析。研究結果顯示，使用ESG策略的手搖飲品牌其知覺價值對顧客滿意度、滿意度對滿意度、知覺價值對忠誠度接有顯著影響，且滿意度於知覺價值與忠誠度之間有部分中介效果。最後通過變異數分析出在台灣、新加坡與卡達三個國家區域在以上三個構面的表現上有不同程度的差異。
全球掀起環保意識，各企業在產品與服務上都盡力與市場做接軌。全球性品牌在原料的採購上也持續要求供應商也必須符合碳排要求等環保指標。永續經營蔚為潮流，顯然也成為消費者在購買產品時的參考標的，一個形象良好的公司，消費者會更願意為之產品買單。如何在管理層面應用相關策略來符合環保議題、社會責任與內部公司治理，儼然成為現代企業必須思考的必修課題。

Bubble tea originated in Taiwan, and subsequently many brands began to develop overseas. At first, they entered China market with a similar cultural background, and started with the neighboring Southeast Asian market. Later, bubble tea stores can also be seen in North America, Europe and Oceania. The culture of bubble tea has now become one of the internationally recognized delicacies, which has caused a wave of bubble tea around the world. However, this prosperity has changed a lot after the COVID-19 epidemic. Consumers have begun to pay attention to companies' ESG practices, and governments of various countries have also proposed environmental protection and other related measures. How international bubble tea brands respond to such changes in the consumer market in different countries has become an urgent business issue. Hand-cranked beverage brands hope to improve consumers' perceived value by introducing ESG measures, thereby affecting consumer satisfaction and loyalty, so as to achieve the effect of sustainable management.
A total of 611 valid questionnaires were recovered in this study, and SPSS Statistics 17.0 statistical software was used for descriptive statistics, factor analysis, correlation analysis, regression analysis, and ANOVA. The research results show that the perceived value of hand-shake drink brands using ESG strategies has a significant impact on customer satisfaction, satisfaction on satisfaction, and perceived value on loyalty, and there is a partial mediation between satisfaction and perceived value and loyalty. Effect. Finally, through ANOVA, it is found that there are different degrees of differences in the performance of the above three dimensions in Taiwan, Singapore and Qatar.
Awareness of environmental protection has been raised around the world, and companies are trying their best to be in line with the market in terms of products and services. Global brands also continue to require suppliers to meet environmental protection indicators such as carbon emission requirements in the procurement of raw materials. Sustainable management has become a trend, and it has obviously become a reference target for consumers when purchasing products. A company with a good image will make consumers more willing to pay for its products. How to apply relevant strategies at the management level to comply with environmental protection issues, social responsibility and internal corporate governance has become a compulsory topic that modern enterprises must consider.

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