| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 100 === The hotel industry to implement the environmental practices must rely on the support and cooperation from consumers. Therefore, to understand whether consumers are willing to accommodate the purpose of environmental protection policy is the key point. This study is to investigate the impacts of the consumer with the conformity, consumer attitudes and behavioral intentions on participating in the hotel environmental practices. A questionnaires survey was conducted to collect data from a sample of students in university in north of Taiwan. In total, 160 questionnaires were obtained. The findings of this study revealed that consumer with the conformity has a significant impact on consumer attitudes. Consumer attitudes has a significant impact on participating in the hotel environmental practices. Additionally, consumer with the conformity has a significant impact on participating in the hotel environmental practices, not directly, but mediated by consumer attitudes. This suggests that hotel managers can benefit from customer cooperation and participation in hotel environmental practices by providing the conformity/social norm messages or use the effect environmental messages to communicate with consumer.
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