綠色創新與綠色行銷對消費意願影響之研究——以知覺價值為中介變數

The Influence of Green Innovation and Green Marketing on Customer Purchase Intention for Green Hotels in Taiwan

近幾年來國人環保意識抬頭與政府的政策鼓勵之下，臺灣旅宿業吹起綠色革命的風潮，一些旅宿業者在軟硬體上透過綠色產品、綠色程序或者綠色行銷等綠色創新作為，期望可以善盡社會責任的同時並取得新的競爭優勢。然而實務上，消費者對於綠色旅宿的消費意願卻沒有明顯地提升，主要在於對於綠色消費者的不了解。本研究的研究結果顯示，綠色創新是透過提升知覺價值而影響消費意願，意味著綠色消費的購買意圖會經由激發消費者的知覺價值而正向的影響綠色行為意圖及實踐行為，因此本研究建議綠色旅宿業的行銷策略應著重在於提升知覺價值才能有效的實踐購買行為，這對於目前綠色旅宿業著重在價格促銷迷思，具有更深的行銷策略意涵。 The purpose of this study is to examine the relationships between green innovation, green marketing, and customer purchase intention for green hotels in Taiwan. The results show that green innovation has positive effect on Customer Purchase Intention. The study further demonstrates the mediating role of perceived value. The contribution of this study is to provide an insight for green hotels to consider the importance of perceived value in the relationship between green innovation and customer purchase intention. Based on the results, this study provides some suggestions for marketing strategies and management implications.