| Summary: | 碩士 === 國立高雄科技大學 === 觀光管理系 === 107 === Environmental issues have become the canter of attention of more and more companies and consumers around the world. Therefore, there are much green consumer behavior and psychology based academic researches that study the negative impacts on earth. With the increasing awareness of environmental protection, marketing concerns not only consumer behaviors but also the related green facilities and hardware. Taiwan Green Building is an ecological, energy-saving, waste-reducing, and healthy building. To obtain a green building mark, buildings must comply with nine major indicators. From 1997 to February 2018, there are 1733 public buildings and 668 private buildings approved by the Taiwan Green Building.
This study is mainly to research on the price that people are willing to pay to stay at the Green Building Stamp Hotel. 348 questionnaires were handed out to the tourists in the Taitung Railway Station. The group of "green support" is active and affects the surrounding, they are committed to an additional of 19.5% more on the price. The group of "green initiative" supports more on the "green activities" , attention on daily diet and lifestyle but fewer interests to the green products. however, they positively support the green building hotel and willing to pay 16.7% more. The group of "independence" has a more negative attitude. They focus on the positive impression from the others. They enjoy the characteristics of green living amount all three groups, also most concerned about the quality of life, and is willing to pay 17% more for the Green Building Hotel than to the average hotel. Through the analysis and comparison of the three different groups, it is beneficial for the hotel industry to grasp the characteristics of consumers toward the green building sector, and facilitate the formulation and implementation of future marketing strategies.
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