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題名:環保旅館行銷組合與形象、受訪者的環保教育程度對環保消費行為之影響
作者:陳鈞坤 引用關係
作者(外文):June-Kuen Chen
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:黃宗成
學位類別:博士
出版日期:2014
主題關鍵詞:環保旅館環保教育環保行銷組合環保形象環保消費行為environmental hotelenvironmental educationenvironmental marketing mixenvironmental imageEnvironmental Consumption Behavior
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科技進步帶給人類生活的便利,也因此加速了人類追求經濟成長的速度,以及視開發為進步的一種迷思,這些進步帶來了資源過度開發利用,原本適合人類生存環境逐漸的被破壞,例如溫室效應以及其帶來的一系列副作用,如熱帶雨林沙漠化、酸雨及北極冰層的快速融化造成全球氣候變遷等,讓人類慢慢意識到環境生態永續的重要性。
因此現在有許多旅館業者自願性的套用環境管理模式來支持環保,本研究主要目的是瞭解企業透過行銷組合宣傳的綠色形象,與消費者本身的綠色體驗是否有差異,以及瞭解企業綠色形象與消費者綠色體驗的落差,是否會影響到消費者對企業的態度,以至於影響其行為意圖。
本研究透過對台北與高雄五家觀光旅館業的顧客進行調查,以「便利抽樣法」及「雪球抽樣法」進行抽樣,所獲400份有效問卷,以統計軟體SPSS和AMOS進行分析,其結果顯示受訪者必須先有環保行為,方始會提升本身的環保態度與後續相關環保消費行為,因此本研究建議先以環保政策來推行行為,會比建立形象與環保教育還有實質的效果。
Technology has brought convenience and advancement to human, but at the cost of environment. Overdevelopment had destroyed nature environment and will eventually render the environment uninhabitable. As the result, human are now more environmentally conscious.
Many industries, including hotel, applied green operation management to support the protection of environment. The purpose of the study is to understand whether green marketing mix of hotel can help them built a better green image. Furthermore, the study also investigates the impact of green image on consumer behaviors.
The study applied convenient and snowball sampling method and collect 400 responses. The data is analyzed with SPSS and AMOS. The result indicates that environmental behavior is precedent of future behavioral intention.
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