Abstract
The purpose of this study was to find out the effects of the customers’ green orientation and subjective knowledge for food packaging materials on their attitude towards a restaurant and behavioral intentions. To achieve this objective, a survey using the questionnaire was conducted targeting the customers who have experienced a delivery or takeout service in restaurants within a month in Vietnam. Using AMOS, the model and hypotheses were tested. The results showed that subjective knowledge of green food packaging significantly influences the green orientation, but does not have any impact on attitude toward a restaurant. Customers’ green orientation for food packaging affects attitude toward a restaurant. Both green orientation and subjective knowledge for food packaging are significantly related with customer behavioral intention. These results bring valuable implication for restaurants that provide takeout or delivery services.
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