休閒業綠色策略對消費者綠色認知及行為意圖之影響

The Effects of Green Strategy and Green Cognition on Consumers' Behavior Intentions in Leisure Industry

10.29423/JSRR.201412_9(2).0007

陳欽雨(Chin-Yeu Chen)；姚成彥(Chen-Yen Yao)；張宏源(Horng-Yan Chang)

綠色策略 ； 綠色認知 ； 行為意圖 ； 休閒產業 ； green strategy ； green cognition ； behavioral intentions ； leisure industry

運動與遊憩研究

9卷2期（2014 / 12 / 01）

96 - 114

繁體中文

休閒產業是世界各國普遍重視的無煙囪工業，它與科技產業共同被視為是21世紀的明星產業。隨著人們休閒時間與工作所得的增加，旅遊將成為人類生活中普遍的活動。本研究以休閒旅遊地區之消費者為調查對象，透過問卷調查及統計分析，以瞭解不同消費者屬性對綠色認知與行為意圖的差異性影響，同時探討綠色策略、綠色認知與行為意圖之關連性影響。研究採用問卷調查法，以便利抽樣方式共計取得335份有效問卷，運用變異數分析及迴歸分析進行假說考驗。分析結果顯示：就消費者屬性而言，消費者的年齡與教育程度較高者，對綠色認知及行為意圖均有較高的認同程度。此外，休閒業者推動綠色策略，有助於提升消費者綠色認知、滿意度及消費意向，且消費者之綠色認知對行為意圖亦有正向顯著影響，意即休閒業採行綠色策略及促進消費者綠色認知，均有助於提升休閒業之營運績效。研究結果可提供政府部門擬訂環境管理政策，以及協助休閒旅遊業者規劃綠色行銷活動之參考。

Leisure industry is considered as the non-chimney industry that is commonly valued by the countries all over the world. Both leisure industry and technology industry have been regarded as star industries in the 21st century. As people's non-working time and income increase, leisure and travel become the popular activities in our living. The purposes of this study are to explore the effects of consumers' attributes on green cognition and behavioral intentions. Besides, the interrelated influences among green strategy, green cognition and behavioral intentions are also examined. A questionnaire survey on the consumers who participated in the activities at leisure fields is conducted by using a convenient sampling method. There are 335 effective samples are selected, and the data are analyzed by using the methods of the analysis of variance and regression analysis. The results show that senior consumers with the higher education degree might have the more green cognition and behavioral intentions. Further, if the leisure proprietors have promoted their green strategy, then consumers' satisfaction and consuming intentions can be significantly increased. Moreover, the results also support that consumers' green cognition can positively affected their behavioral intentions. It implies that adopting green strategy and raising consumers' green cognition are helpful to promote operating performance of leisure industry. The finds can provide government for developing the policy of environment management, and assist the practitioners to planning their green marketing activities.

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