本研究調查消費者從眾效果對旅館環保措施之態度及願意參與此措施的效果。研究設計以實驗法操弄不同程度的從眾效果，據此發展出兩個問卷版本。在資料蒐集方面，本研究採用問卷調查法，以北部某大學三年級的學生為樣本，針對不同班級進行施測，共計回收160份問卷。研究研究結果發現，從眾效果會對消費者對旅館環保措施之態度產生正向的影響；且消費者對旅館環保措施的態度會影響其參與此環保措施意圖的程度。更重要的是，本研究證實消費者態度對從眾效果及參與環保措施意圖之間具有顯著的中介效果，顯示從眾效果會藉由影響消費者對環保措施的態度，進而提升其參與意願。此外，本研究結果建議旅館業者可運用適當的從眾訊息和溝通方式，來提升旅客對旅館環保措施的態度和意願。

This study aims to investigate the impact of consumer conformity, attitude, & behavioral intention on participating in the hotel environmental practices. A questionnaire survey was conducted to collect data from a sample of students in a university in northern Taiwan. In total, 160 questionnaires were obtained. The findings of this study revealed that consumer conformity has a significant impact on consumer attitude which further has a significant impact on behavioral intention to participate in hotel environmental practices. Additionally, consumer conformity has a significant impact on participating in the hotel environmental practices, not directly, but mediated by their attitudes. This suggests that hotel managers can benefit from providing conformity environmental messages to enhance customer participation intention for hotel environmental practices.