本研究探討綠色行銷、環保行為與知覺價值於農村民宿住宿意願影響，及知覺風險之干擾效果，以進一步瞭解農村再生與民宿相關課題，並使農村民宿業者瞭解影響消費者消費決策之因素，以期對實務界提出研究貢獻。研究首先進行網路問卷發放，共回收285份有效問卷，再以Pearson 相關與結構方程模式驗證假設，結果發現，(1)綠色行銷、知覺價值、環保行為與住宿動機之間皆具有正向關聯性。(2)綠色行銷、知覺價值、環保行為與住宿意願之間皆具有正向關聯性。

This study examines the effect of green marketing,environmental behavior and perceived value on customers’ willingness tolodge in rural Bed and Breakfasts (B&Bs) with perceived risk as aninterference factor. The authors also discussed issues related to ruralregeneration and B&Bs. The aim of this study is to use research findingsin practical fields, and the authors consider that the study results will helprural B&B owners gain insight into factors affecting consumers’decision-making process. For the study method, the authors firstdistributed the online questionnaire, and a total of 285 valid copies werecollected. Next, the study hypotheses were tested by Pearson correlationand structural equation modeling. The results are: 1) Green marketing,perceived value, environmental behavior, and accommodation incentivesare positively correlated. 2) Green marketing, perceived value,environmental behavior and accommodation intention are positivelycorrelated.