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

1
Department of Food & Beverage Management, Taipei Chengshih University of Science and Technology, Peitou, Taipei 112, Taiwan
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Department of Business Administration, Tamkang University, Tamsui, Taipei 251, Taiwan
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Department of Management Sciences, Tamkang University, Tamsui, Taipei 251, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2014, 6(12), 8736-8755; https://doi.org/10.3390/su6128736
Received: 22 August 2014 / Revised: 7 November 2014 / Accepted: 24 November 2014 / Published: 1 December 2014
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. View Full-Text
Keywords: green restaurant; value; attitude; environmental concern; behavioral intention green restaurant; value; attitude; environmental concern; behavioral intention
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Teng, Y.-M.; Wu, K.-S.; Huang, D.-M. The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit. Sustainability 2014, 6, 8736-8755.

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