The Influence of Green Comsumption Cognition of Consumers on Behavioral Intention- A case Study of the Restaurant Service Industry
學年 100
學期 2
出版（發表）日期 2012-07-01
作品名稱 The Influence of Green Comsumption Cognition of Consumers on Behavioral Intention- A case Study of the Restaurant Service Industry
作品名稱（其他語言）
著者 Lien, Ching-Yu; Huang, Chih-Wen; Chang, Horng-jinh
單位 淡江大學經營決策學系
出版者 Lagos: Academic Journals
著錄名稱、卷期、頁數 African Journal of Business Management 6(26), pp.7888-7895
摘要 Global warming and climate anomalies have caused green lifestyles and green consumption concepts to become topics of focus in recent years. In particular, how to apply these topics to the restaurant service industry has already become an important developmental trend in many countries. Restaurants account for the largest proportion of businesses in the restaurant service industry. The main purpose of this study was to apply the theory of planned behavior (TPB) to investigate the interactive influence of the green consumption cognition of consumers regarding the restaurant service industry on their consumption behavioral intentions by using structural equation modeling. A total of 620 questionnaires were distributed, and 435 valid questionnaires were returned, resulting in a valid response rate of 70.16%. The results of this study showed that the green consumption cognition, green consumption attitude, green subjective norms, and green perceived behavioral control of consumers regarding a restaurant were elements of significant positive influence. Additionally, the green consumption cognition, green consumption attitude, green subjective norms, and green perceived behavioral control of consumers with regards to a restaurant were shown to have significantly positive influence on their behavioral intention to patronize the restaurant.
關鍵字 Green consumption;behavioral intention;theory of planned behavior (TPB);restaurant service industry.
語言 en
ISSN 1993-8233
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者 Lien, Ching-Yu
審稿制度 是
國別 NGA
公開徵稿
出版型式 電子版 紙本
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