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

 
Survey Instrument:
The survey instrument was grouped into five sections. Section I measured consumers’ ERP 
awareness with respect to general ERP—5 items, that is, (1) energy efficiency; (2) solid waste minimization; (3) 
local products purchasing; (4) water conservation; and (5) environmental purchasing—by asking the respondents to 
indicate their level of awareness (1= do not know anything to 5= very knowledgeable). Section II measured their 
involvement in ERP in general (10 items) by using a five-point Likert scale (1=strongly disagree to 5=strongly 
agree). 
Section III consisted of two sub-sections measuring customers’ attitude toward a hotel’s specific ERP in 
one sub-section and behavior intentions on a hotel’s specific ERP in the other sub-section. Specific ERP are 
composed of three dimensions: (1) organizational ERP (3 items); (2) operational ERP (7 items); and (3) external 
ERP (2 items). In Section III, the respondents were first asked to show their level of agreement about whether a 
hotel should implement and adopt specific ERP on a five-point Likert scale (1=strongly disagree and 5=strongly 
agree). Then, the respondents were asked to indicate their behavioral intentions by knowing that a hotel implements 
those specific ERP (a rating between 1 = less likely to go there and 5 = more likely to go there).
Section IV measured consumers’ WTP for promoting and adopting ERP in hotels by asking the 
respondents to indicate how much more they would be willing to pay (different room rates) while staying at green 
hotels (range from 1 = hotel should pay and thus I will not pay anything, 2 = pay 2% to less than 4%, 3 = pay 4% to 
(1) Organizational ERP in hotels 
(2) Operational ERP in hotels 
(3) External ERP in hotels
ERP Awareness &
ERP Involvement