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    Title: The Influence of Green Comsumption Cognition of Consumers on Behavioral Intention- A case Study of the Restaurant Service Industry
    Authors: Lien, Ching-Yu;Huang, Chih-Wen;Chang, Horng-jinh
    Contributors: 淡江大學經營決策學系
    Keywords: Green consumption;behavioral intention;theory of planned behavior (TPB);restaurant service industry.
    Date: 2012-07
    Issue Date: 2013-06-13 11:26:52 (UTC+8)
    Publisher: Lagos: Academic Journals
    Abstract: 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.
    Relation: African Journal of Business Management 6(26), pp.7888-7895
    DOI: 10.5897/AJBM11.393
    Appears in Collections:[管理科學學系暨研究所] 期刊論文

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