由於國際環保意識增強，綠色行銷已經成為企業的基本策略。有關於全球暖化與氣候危機，人們已採取措施減少對環境的危害，隨著綠色行銷不僅在策略上不斷發展並且也是世界平台的目標。台灣已被證明參與此活動發展中，但仍須保持注意如何受到綠色行銷的影響。
為了評估該主題的方向，本研究旨在通過市場研究來分析綠色行銷在台灣飯店業中的有效性。環境知識和環境問題以及計畫行為理論被用於評估台灣綠色行銷效果。通過問卷調查，研究結果能夠反映出在台灣使用綠色行銷的潛力，包括環境知識、關注點以及消費者行為。

Green Marketing has risen as an essential strategy in the business world due to an increase of international environmental awareness. With the reference of global warming and climate crises,people have adopted practices to become less harmful for the environment. Such practices involve purchasing environmentally friendly products and services. As green marketing proceeds to expand beyond a strategy but into platforms worldwide, Taiwan has proven to be on board with such evolution, but remains onset with the implications of green marketing. In order to assess the direction of this topic, the presented study aims to analyze through a market research the effectiveness of green marketing in the hotel industry of Taiwan. Environmental Knowledge and Environmental Concerns along with the Theory followed in the conducted research served to assess the green marketing effectiveness in Taiwan. By conducting a questionnaire, reached results for the conducted study were able to mirror a conceivable for the use of green marketing communications in Taiwan, both with environmental knowledge and concerns plus consumers behavior.

1.	Introduction	1
1.1 General Introduction	1
1.2 Background of the Study	1
1.3 Problem Discussion	2
1.5 Thesis Structure	5
2.	Literature Review	7
2.1 Going Green	7
2.1.1 Environmental Concern	8
2.1.2 Environmental Knowledge	9
2.2 Green Marketing	10
2.2.1 The Four P’s	12
2.2.2  Product	13
2.2.3  Price	13
2.2.4   Promotion	14
2.2.5  Place	15
2.3 Theory of Planned Behaviour	16
2.3.1 Attitude	17
2.3.2 Subjective Norms	17
2.3.3 Perceived Behavioral Control	18
2.3.4 Intentions	18
2.4 The Case of Taiwan’s Hospitality Industry	18
3.	Design & Methodology	21
3.1 Research Development	21
3.2 Research Design	21
3.3 Research Framework	22
3.3.1 Research Variables	22
3.3.2 Research Hypothesis	23
3.4 Source of Data	24
3.4.1 Data Gathering Tools	24
3.4.2 Sampling Strategy	25
3.5 Data Collection Methods	26
3.5.1 Data Collection Procedure	26
3.5.2 Treatment of Data	27
4.	Results	28
4.1 Demographic characteristics of sample	28
4.2. Measurement model	31
4.3. Hypothesis testing	33
4.4 Implications	42
5.	Conclusions	43
References	
Appendix	

List of Figures



Figure 1. Research Flow Chart	5
Figure 2. Main Variables of Theory of Planned Behavior	16
Figure 3.  Research Framework	22
Figure 4. Age Range of Participants	29
Figure 5. Participants Occupation	30
Figure 6. The Graph of The Relationship Between Green Marketing Strategies And Consumers’ Intention to stay in Eco-Hotels	35
Figure 7. Regression Analysis for Independent Variables	36
Figure 8. Linear regression between green products and concerns	37
Figure 9. Linear regression between awareness and concerns	38
Figure 10. Categories of people who have been in eco-hotels	39
Figure 11. Potential Profitability	40
Figure 12. Linear regression between intention to stay and subjective norms	41


List of Tables 
Table 1. Hypothesis Testing Result of The Structural Model	33

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