企業社會責任知覺對於環保旅館入住意願及行為之影響

Abstract

在過去數十年間，全球環保意識抬頭，民眾逐漸意識到環境問題將會帶來嚴重的影響及災害，因此，越來越多消費者在進行消費行為時，會選擇低污染、較環保的商品。為了滿足消費者逐漸攀升的環保需求，許多企業紛紛投入資源以有效回應消費者的需求，以旅宿業而言，許多酒店在減少一次性商品的使用、設置低流量水龍頭及使用節能燈泡上，投入了大量資源。另一方面，除了環境議題外，消費者對於社會道德的關注度也日益增強，因此，強調環境保護的親環境（pro-environmental）及利社會（pro-societal）等概念的企業社會責任（Corporate Social Responsibility，CSR）也越加受到產業界的重視。由此可見，全球企業的管理營運策略已經轉向更環保、更關懷社會的方向，並且努力加強環保活動及塑造企業社會責任形象。

本研究透過結合價值信念規範理論 (Value-Belief-Norm Theory, VBN)及計畫行為理論 (Theory of Planed Behavior, TPB) 等環境心理學模型的行為理論架構，並在其中加入感知企業社會責任(Perceived Corporate Social Responsibility)，以檢視消費者的企業社會責任知覺對於其環保旅館入住意願及行為之影響。本研究先利用偏最小平方結構方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM），驗證研究構面因子與消費者入住環保旅館行為意圖之關係。實證結果發現，價值信念規範理論各假設皆成立，且以生物圈價值對於新生態典範的影響效果最大，責任歸屬影響個人規範次之。感知企業社會責任顯著影響計畫行為理論中的態度、主觀規範、知覺行為控制，但僅態度及知覺行為控制在感知企業社會責任與消費者行為意圖的關係中扮演著中介變項的角色。此外，本研究也針對不同性別的消費者，進行偏最小平方多群組分析（Partial Least Squares Multigroup Analysis），藉此探討兩群消費者在本研究各假設上之差異。本研究的結果顯示，性別在感知企業社會責任與主觀規範之間具有顯著的調節效果。

本研究進一步使用單元排序性機率模型（Ordered Probit Model）分析個人規範、主觀規範、態度、知覺行為控制等心理構面因子如何透過其對於行為意圖的影響，進一步影響消費者願付溢價。本研究發現，行為意圖對願付溢價有著顯著的影響，且高行為意圖的消費者、男性以及X世代消費者更願意支付較高的溢價。根據以上研究結果，本研究建議旅宿業者可透過積極揭露其企業社會責任作為，以提升消費者入住綠色、環保酒店的行為意圖及其願付溢價。

In the past few decades, global environmental awareness has been on the rise, and the public has gradually become aware of the serious impacts and disasters that environmental issues can bring. As a result, an increasing number of consumers are choosing low-pollution and more environmentally friendly products in their consumption behavior. In response to the growing demand for environmental responsibility from consumers, many businesses have invested resources to effectively address these demands. In the hospitality industry, for instance, many hotels have committed significant resources to reduce waste from disposable goods, install low-flow faucets, and use energy-saving light bulbs. Apart from environmental concerns, consumers are also showing a growing interest in social ethics, and Corporate Social Responsibility (CSR) is gaining increasing attention. Global corporate management and operational strategies have shifted towards more environmentally friendly directions, with efforts to strengthen environmental activities and shape a responsible corporate image to gain a competitive edge. It is evident that maintaining a positive impression of hotels among consumers can enhance their positive attitudes and subsequently influence their intentions to choose eco-friendly hotels.

This study adopts a psychological model framework that combines the Value-Belief-Norm theory (VBN) and the Theory of Planned Behavior (TPB), with the addition of perceived corporate social responsibility, to examine the influence of consumers' perception of corporate social responsibility on their intention and behavior to stay in eco-friendly hotels. The study uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) to verify the relationships between the research construct factors and consumers' intention to stay in green hotels. The empirical results show that all assumptions of the Value-Belief-Norm theory are valid, with the biosphere value having the greatest influence on the new ecological paradigm, followed by responsibility attribution affecting personal norms. Perceived corporate social responsibility significantly affects the attitudes, subjective norms, and perceived behavioral control in the Theory of Planned Behavior, but only attitudes and perceived behavioral control further influence consumers' behavioral intentions. Furthermore, this study conducts a Partial Least Squares Multigroup Analysis to explore the differences between two groups of consumers (male and female) regarding the assumptions of the study. The results indicate that gender has a significant moderating effect between perceived corporate social responsibility and subjective norms.

Additionally, this study employs the Ordered Probit Model to analyze how psychological construct factors, such as personal norms, subjective norms, attitudes, and perceived behavioral control, influence consumers' willingness to pay a premium through their impact on behavioral intentions. The results reveal that behavioral intentions significantly influence willingness to pay a premium, with consumers having high behavioral intentions, males, and Generation X consumers being more willing to pay a higher premium. Based on the research findings, this study suggests that accommodation providers can actively disclose their corporate social responsibility efforts to establish consumers' positive attitudes towards green hotels, enhance their behavioral intentions to stay in these hotels, and increase their willingness to pay a premium for environmentally friendly hotels.