A Research Based on Theory of Planned Behavior of Consumer Behavior Intention in Green Friendly Restaurant in Kaohsiung City
| Autor: | Yu-Ming Shiue, 薛毓茗 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 International Organization of Consumers Unions (IOCU) promotes that people around the world should put green consumption into practice to preserve the earth permanently. The Green Restaurant Association (GRA), founded in 1990, aims to help catering industry reduce the influence on the natural environment. The founder of GRA, Mr. Michael Oshman, arrived in Taiwan and promoted the concept of green consumption in August, 2011. He expected that Taiwan would pioneer the green restaurants in Asia.As a consequence, Kaohsiung City Government decided to enforce the concept of green consumption. The certification and promotion of Kaohsiung Green Friendly Restaurant would advantage the catering industry to have the sustainable development. This research, based on the Theory of Planned Behavior (TPB), was to study the factors of consumers’ behavioral intension toward Kaohsiung Green Friendly Restaurants. It aim to find out the influences of consumers’ attitudes toward sustainable foods, subjective regulations, perceived behavioral control, and behavioral intention on Kaohsiung Green Friendly Restaurants. As a result, convenience sampling was applied to the consumers in Kaohsiung Green Restaurants, including Jujube-tree Restaurant, Vegland Vegetarian Restaurant, and Chief Vegetarian Restaurant. 299 questionnaires were studied in Descriptive Statistics, One-way ANOVA, Regressive Analysis, etc. Results of this study indicated that the consumers of Kaohsiung Green Friendly Restaurant have a positive effect on sustainable food and consumer’s behavioral intention, perceived behavior control and behavioral intention. There are indistinctive differences between subjective regulation and behavioral intention. The data analyses revealed that the consumers in the green friendly restaurants are almost female at the age of 21 to 40, above the university degree, and earning income between 20,000 and 50,000 in all works of life. And, most of them are not vegetarians and claim for health and environmental reservation. The attitude of sustainable foods is the main factor to influence the consumers’ behavioral intention. The consumers consider organic foods are benefitial to the environment and perfer to dining the restaurants having seasonal foods. The study explored the three green friendly restaurants in Kaohsiung, and the results could be taken for the further study for green friendly restaurants in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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