A Comparative Analysis of Consumers ’ Attitude and Behavior

The present study suggests that national culture will influence consumer attitude and behavior; however, research documenting differences in consumer culture in Taiwan and China is lacking. This study analyzes the hotel industry of Taiwan and China and explores the relationships between environmental attitudes, environmental responsive behavior and the willingness to stay at environmentally friendly hotels. In addition, it also discusses whether there are differences between consumers from Taiwan and China. From the responses to a questionnaire from 600 and 656 hotel guests in Taiwan and China, respectively, it was determined that environmental attitudes affected the environmental responsive behavior and willingness to stay at environmentally friendly hotels and that environmental responsive behavior only affected Taiwanese consumers ’ willingness to stay at environmentally friendly hotels. The study also found significant differences in the environmental attitudes, environmental responsive behavior and willingness to stay at environmentally friendly hotels of consumers in Taiwan and China