環保意識對永續旅館消費意願之研究：誘因機制之干擾驗證

Research on environmental consciousness and green hotel consumption intention: An Examination of Motivation Crowding Effect

隨著永續發展目標的倡議，旅館業紛紛投入環保愛地球行動。台灣在政府政策支持下，推動業者不提供一次性用品。過往旅客選擇旅館住宿時甚少考慮環保措施，而以住宿環境、價格及便利性為優先考量。因此，如何提出有效的策略機制吸引消費者入住綠色旅館成為經營的關鍵。本研究透過問卷調查415份有效樣本，分析消費者的環保意識、行為與價值觀對選擇綠色旅館的影響，並測試現金優惠與環保替代方案對消費意願的干擾效果。結果顯示，環境行為與價值觀對綠色消費意圖有顯著正向影響，具有較高環保意識的消費者隊誘因干擾不具影響力，研究結果可作為業者制定行銷策略的參考。

With sustainable development goals, the hotel industry has increasingly prioritized environmental protection and the integration of sustainable practices. Supported by government policies, Taiwan actively encourages companies to reduce or eliminate disposable products, promoting environmentally friendly operations across various sectors. Historically, tourists have prioritized factors such as accommodation quality, cost, and convenience over environmental considerations, highlighting a need for strategic approaches to attract consumers to eco-friendly hotels. This study, based on a survey of 415 valid responses, examines the influence of consumers’environmental awareness, behaviors, and values on their preferences for green hotels. Furthermore, it investigates the moderating effects of financial incentives, such as cash discounts, and the availability of environmentally friendly alternatives on consumer intentions. The findings reveal that environmental behaviors and values significantly enhance green consumption intentions, while consumers with high environmental awareness exhibit resistance to incentive-based interventions. These insights offer valuable guidance for industry practitioners in developing marketing strategies to advance sustainable practices in the hospitality sector.