計畫行為理論之理性與情感視角──環境關懷對綠色餐旅消費意圖之影響及道德意識之調節效果

A Rational and Affective Perspective of The Theory of Planned Behavior: The Influence of Environmental Concern on Green Hospitality Consumption Intentions and the Moderating Effect of Moral Awareness

隨著環境意識的提高，消費者對綠色餐旅消費的關注日益增長，消費者在選擇餐飲和住宿服務時，會考慮其對環境的影響，並優先選擇對環境友善的餐飲和住宿服務。本研究整合消費行為心理與行鎖廣告之跨領域概念，以經營者的市場動機，探討影響綠色消費心理及行為的因素，作為綠色品牌形象與行銷規劃之前期調查。從環境關懷開始，應用擴展計畫行為理論檢視理性與情感兩個因素。理性面：包含消費者對於綠色餐旅消費的態度、主觀規範、知覺行為控制，同時結合情感面，個人對於綠色餐旅消費的情感依附，探討以上因素在消費者對於綠色餐旅消費行為意圖的影響，並以個人道德意識高低作為各影響路徑之調節變數，共獲得有效問卷共計829份問卷，採用AMOS統流統計軟體進行統計分析。實證結果顯示：環境關懷正向影響情感依附、態度、主觀規範、知覺行為控制，情感依附、態度、主觀規範、知覺行為控制正向影響綠色餐旅消費意圖，道德意識具有調節效果，最後據此歸納提出行銷策略建議，做為綠色品牌形象之規劃參考。

With increasing environmental awareness, consumer demand for green hospitality consumption has grown significantly. Consumers now consider the environmental impact of their choices when selecting dining and accommodation services, prioritizing environmentally friendly options. This study begins with environmental concern and applies the extended theory of planned behavior (TPB), examining both rational and emotional factors. The rational dimension includes consumers' attitudes, subjective norms, and perceived behavioral control regarding green hospitality consumption, while the emotional dimension considers consumers' affective attachment to green hospitality choices. This research investigates the effects of these factors on consumers' intentions to engage in green hospitality consumption, using individual moral awareness as a moderating variable across these paths. A total of 829 valid questionnaires were collected and analyzed using AMOS statistical software. The empirical results indicate that environmental concern positively influences affective attachment, attitude, subjective norms, and perceived behavioral control. Furthermore, affective attachment, attitude, subjective norms, and perceived behavioral control positively impact green hospitality consumption intention, with moral awareness serving as a moderating factor. Finally, the study proposes managerial implications as recommendations for green hospitality marketing strategies.