運用計畫行為理論探討環境關注對綠色民宿行為意向之研究

本研究探討環境關注下，行為計畫理論中的態度、主觀規範、知覺行為控制與綠色消費認知，對綠色民宿行為意向之影響。本研究採網路問卷調查法，研究結果顯示環境關注對態度、主觀規範、知覺行為控制與綠色消費認知皆具有正向顯著影響；另外，態度、主觀規範、知覺行為控制與綠色消費認知對行為意向亦皆具有正向顯著影響。然環境關注對行為意向則不具顯著影響效果。故本研究推論態度、主觀規範與綠色消費認知在環境關注與行為意象之間，扮演完全中介角色。最後建議放置減碳標籤以及設計專屬綠色民宿標章。

關鍵字

計畫行為理論；環境關注；行為意象；綠色民宿；綠色消費認知

並列摘要

This study applied Theory of Planned Behavior and investigated the relationship among attitude, subjective norm, perceived behavioral control, behavior intention and green consumption cognition under environmental awareness. Data was collected by internet questionnaire survey. Results shown that environmental awareness has a positive significant relationship among attitude, subjective norm, perceived behavioral control and green consumption cognition. Besides, attitude, subjective norm, perceived behavioral control and green consumption cognition all have a significant relationship with behavior intention. However, there is no significant relationship between environmental awareness and behavior intention. Therefore, this study infer that attitude, subjective norm, perceived behavioral control, behavior intention and green consumption cognition play complete mediation between environmental awareness and behavior intention. Finally, this study suggests to place Carbon Reduction Label, design the exclusive mark for green B&B.