| Summary: | 碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 107 === With the rise of environmental protection issues. Many companies launch green strategies to find the ways making them earn more money and love earth environment more. In recent years, many service industry companies have toward green, such as green restaurants and green hotels, providing many green services for consumers.
This study based on pollution prevention, product stewardship, and sustainable development in the NRBV of three key strategies to design scenario story, then explore the impact of scenario story and UTAUT’s individual reactions to using green services, individual reactions to using green services are green performance expectancy, green effort expectancy, social influence, and facilitating conditions. Finally, explore the impact of individual reactions to using green services and intention to use green services.
In T-test finds that the average of consumers’ personal responses to green restaurant and green hotel is significantly different. In MANOVA, find that product stewardship strategies and individual reactions to using green services have significantly effect in green restaurants, on the other hand, pollution prevention strategies and individual reactions to using green services have significantly effect in green hotels.
Through the linear regression find that except hotel’s green performance expectancy do not have effect with intention to use green services, other individual reactions have significantly positive effect with intention to use green services both on restaurants and hotels. This study provides some strategies to restaurants and hotels’ manager how to both attract consumers and eco-friendly.
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