Abstract
This study integrated with technology acceptance model (TAM) and theory of reasoned action (TRA) to construct a behavior model of green building restaurants. On the basis of TAM analysis, four constructs were identified: perceived usefulness, perceived ease of use, attitude and intention. Three constructs were identified from TRA: motivation to comply, subjective norm and intention. The results shown: first, perceived usefulness, and perceived ease of use green building restaurants in Taiwan has an indirect effect on intention through attitude; second, motivation to comply has indirect effect passes through both subjective norm and attitude sequentially, with subjective norm affecting attitude. Finally, motivation to comply has an indirect effect on intention through subjective norm.
Highlights
Going green” is a key issue in the convention/meeting industry today [15, 66]
How to improve the excessive use of resources, reduce pollution and environmental damage create a comfortable and safe living environment could become a tremendous challenge for every country
The result from this study indicated that perceived usefulness, and perceived ease of use green building restaurants in Taiwan has an indirect effect on intention through attitude; second, motivation to comply has indirect effect passes through both subjective norm and attitude sequentially, with subjective norm affecting attitude
Summary
Going green” is a key issue in the convention/meeting industry today [15, 66]. The context of pro-environmental decisions/behaviors has been repeatedly asserted by researchers [21, 46, 58, 73].Urban excessive exploitation and industrial development rapidly results in heat island and greenhouse effect that the human living environment is facing unprecedented difficulties. How to improve the excessive use of resources, reduce pollution and environmental damage create a comfortable and safe living environment could become a tremendous challenge for every country. The importance of green building is not just emphasize the architectural design symbiotic with the global environment, as well as improved building power, water fees and excessive use of resources and other issues. The environment is being destroyed daily by human life and restaurants are a part of the problem [20] To solve this problem, some restaurants are promoting and implementing sustainability initiatives [20]. Green building design is tightly focused on efficiency, renewable materials, and waste reduction. The consequence of this attitude is that an increasing number of organizations are admitting their environmental responsibility [16]. The pro-environmental issues getting more attraction and attention within hospitality research in recent years
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