近年來，隨著消費者環境關注程度的不斷上升,越來越多的消費者表示願意入住所謂的綠色環保飯店，因為入住這些飯店不僅可以節約自然資源，而且可以防止污染，保護生態環境，符合自身對於環境保護的需求。因此，越來越多的飯店希望能夠做到綠色環保，以吸引更多的消費者。不過筆者發現，消費者入住綠色環保飯店后，其對於飯店綠色環保的反映並不明顯，大部分反映仍是集中在與入住相關的如舒適度、地理位置、交通、服務及設備等，於是筆者決定研究消費者對綠色環保飯店的行為意向。與此同時，一些飯店積極推出自助環保措施，如鼓勵消費者自帶盥洗用品、不每日更換布巾及節約電力等，並可獲得房價優惠，以此來鼓勵消費者一起參與保護環境，結果發現不同類別的消費者對於此做法的態度不一。
本研究結果顯示：第一，相較於非綠色環保飯店，消費者對綠色環保飯店具有較高的行為意向；相較於無自助環保措施的飯店，消費者對含有自助環保措施的飯店具有較高的行為意向，表明消費者樂意選擇綠色環保飯店以及含有自助環保措施的飯店。第二，綠色環保飯店與自助環保措施對於消費者的行為意向具有交互作用，表明消費者對綠色環保飯店及含有自助環保措施飯店行為意向的變化程度存在顯著差異，消費者對含有自助環保措施飯店之結果大於消費者對綠色環保飯店之結果。第三，消費者的環境關注對於其對綠色環保飯店的行為意向以及對自助環保措施的行為意向之調節作用存在，卻不顯著，表明消費者環境關注程度的高低對於其選擇綠色環保飯店或是含有自助環保措施的飯店，結果沒有顯著差別。

This thesis aims at investigating the consumers’behavior intensions to green hotels and self-help measures, as well as the moderating effect caused by consumers’environment concerns. Four scenarios were included in the experimental designs, which include: green hotels, non-green hotels, hotels with self-help measures, and hotels without self-help measures. Online questionnaires were distributed, from which 474 samples were collected. This research discovered that: Firstly, compared with non-green hotels, consumers have more favorable behavior intensions towards green hotels. Secondly, compared with hotels without self-help measures, consumers have more favorable behavior intensions towards hotels with self-help measures. Moreover, green hotels have an interaction effect with self-help measures on consumer behavior intensions. Finally, consumers’environment concerns have a moderating effect between green hotels and consumers’behavior intensions; furthermore, consumers’environment concerns have a moderating effect between self-help measures and consumers’behavior intensions. In sum, green hotels should continue to be greener and non-green hotels should carry out some self-help measures. Consumers’environment concerns have no significant moderating effect on the consumers’behavior intensions to green hotels according to the research results.

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