This study aims to develop a behavior model of visiting a green restaurant and validate the relationships among consumers’ knowledge toward green restaurant, environmental concerns, attitudes and behavior intention. The objectives of the study are threefold. First, we empirically examine how individual characteristics of the consumers’ knowledge affect behavioral intention to dine the green restaurants. Second, we test the effect that focuses on consumers’ knowledge to environment concern and attitude imported from cognition-based research. Third, by capturing the affective component that motivates behavioral intention, these construct will help bolster the new thought to the domain of dining the green restaurant. The results of study revealed that consumers’ knowledge toward green restaurant significantly influenced the consumers’ environment concern, attitude but not behavioral intention of choosing green restaurant. And we also evidenced from the data that attitude plays as prominent significant predictors of the intention to visit to green restaurant among this study variables. This study also derives wider implications for managers in the hospitality industry, both from a theoretical and practical viewpoint.
