The Impact of Consumers’ Beliefs on Attitudes and Patronage Intention Toward Green Restaurant in Taiwan

Abstract

Since 1990, the Green Restaurant Association (GRA), a United States based national non-profit organization, has led the green restaurant movement by providing certification for restaurants to become more environmentally responsible. Certification services include rating existing restaurants and food service operations with points in seven environmental categories. The present study intended to employ Fishbein and Ajzen’s Theory of Reasoned Action (TRA) to examine and understand the impact of consumers’ beliefs on attitudes and patronage intention toward green restaurant in Taiwan. A total of 389 respondents completed a survey conducted at the downtown hectic transit station of Taipei’s Metro system. The results of a structural equation analysis revealed that consumers’ beliefs of green restaurant positively affected their attitudes and patronage intentions toward green restaurant. Implications and suggestions for future research are discussed.