Application of the Theory of Planned Behavior to Green Practices in the Hospitality Industry: The Effects of Restaurant Characteristics and Consumer Dietary Dispositions
| Autor: | Ming-Sheng Chen, 陳茗勝 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 This study applied the theory of planned behavior as the basis to investigate the behavioral models of consumers who dine at green restaurants. We focused on certified green restaurants located in Northern, Middle, Southern, and Eastern Taiwan. By adopting a cluster sampling method, consumers of 20 green restaurants were selected as the research participants. A total of 600 questionnaires were distributed, and 552 valid questionnaires were obtained. The results are summarized as follows: (a) Attitude, subjective norm, and perceived behavioral control significantly affected behavioral intention. (b) Perception regarding the attributes of green restaurants exerted no influence on attitude. (c) Motivation to comply exerted no influence on subjective norm. Thus, we provide several recommendations for encouraging consumers to engage in green consumption behavior as follows: (a) After promoting cooperative projects, the government should emphasize the advantages of green restaurants; therefore, business owners are encouraged to join green restaurants, thereby providing consumers with additional choices. (b) Certified green restaurants should clearly display their eco-label so that consumers can feel at ease, cooperative project goals can be achieved, and consumers’ perceptions of green restaurant attributes can be enhanced. (c) The government should actively promote green consumption for consumers to understand the benefits of dining in green restaurants. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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