隨著綠色消費興起以及環保意識的提升，已經激發了許多研究，像是關於企業社會責任，綠色旅店，綠色消費和消費者在商業、旅店和旅遊等領域的環保意識。但是卻只有少數的研究探索有關綠色認知與行銷以及消費者對綠色管理的背景下行為意圖對綠色品牌形象的影響。因此，本研究將以「綠色」的角度來探討，品牌形象、知覺價值、消費者信任和滿意度與購買意向之間的關係，並以綠色旅館為例進行調查。本研究採用便利抽樣的的問卷調查來蒐集研究資料，總共發放280份問卷，回收有效問卷252份。研究發現，(1)綠色品牌形象與綠色知覺價值皆對綠色信任、綠色滿意與綠色購買意向有顯著的正向關係。(2)綠色信任與綠色滿意對綠色購買意向有顯著的正向關係。(3)綠色信任與綠色滿意會中介綠色品牌形象、綠色知覺價值與綠色購買意向之間的關係。;With the rise of green consumption and the awareness of environmental protection, a number of studies were conducted about corporate social responsibility, green hotels, green consumption and consumer awareness in business, hospitality and tourism fields. However, green marketing was rarely concerned about the influence of green brand image and green perceived value on green purchase intention. Furthermore, whether green trust and green satisfaction may mediate such relationship, under the context of green hotels. Therefore, a convenience sample was used, with 280 questionnaires distributed and 252 valid ones used for data analysis. Results showed both green brand image and green perceived value both have significantly positive relationship on green trust, green satisfaction, and green purchase intention. Second, green trust and green satisfaction have significantly positive relationship on green purchase intension. Third, both green trust and green satisfaction partially mediated the effects between green brand image, green perceived value, and green purchase intension.
