Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Green Consumers:
Since the early 1990s, it is reported that even in developed countries, more than 75% of the population used 
environmental criteria regularly in their purchasing decisions (Peattie, 1992). With such growing consumer concern 
on ERP, green marketing has focused on the relationship with consumers. Many researchers and marketers have 
identified the characteristics of green consumers for efficient positioning as well as for future market opportunities 
(Peattie and Crane, 2005). In order to create green markets and satisfy their need so as to transform what consumers 
need into what products they would be likely to want, it is first necessary to analyze actual consumers’ needs or 
wants. In this sense, the current study measures and analyzes what consumers want to in terms of a hotel’s ERP by 
measuring their awareness, attitude, involvement, and behavior intention on ERP.