The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit

Yi-Man Teng, Kun-Shan Wu and Di-Man Huang
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Yi-Man Teng: Department of Food & Beverage Management, Taipei Chengshih University of Science and Technology, Peitou, Taipei 112, Taiwan
Kun-Shan Wu: Department of Business Administration, Tamkang University, Tamsui, Taipei 251, Taiwan
Di-Man Huang: Department of Management Sciences, Tamkang University, Tamsui, Taipei 251, Taiwan

Sustainability, 2014, vol. 6, issue 12, 1-20

Abstract: The study investigates consumers’ intent to patron green restaurants by application of the Value-Attitude-Behavior model. The present study examines the interrelationships among consumers’ values, attitudes, and environmental concerns, and explores how they relate to their intentions to visit green restaurants in Taiwan. Data were gathered by face-to-face surveys, conducted by trained interviewers in a variety of locations, including at train stations, supermarkets, department stores, shopping malls, and adult education classes to obtain data from a representative demographic profile. The findings of this study suggest that the personal values and general attitudes positively affect consumers’ intentions to visit a green restaurant. Additionally, the results found personal values and environmental concern have significant influence on the attitude toward green restaurants. Managerial implications and future directions of these findings were also discussed.

Keywords: green restaurant; value; attitude; environmental concern; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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