The relationships between green consumption cognition and behavioral intentions for consumers in the restaurant industry

Abstract

The concept of green consumption has become a more concerning issue for environmental protection among many countries in recent years, especially in how to apply it to the restaurant industry has become an important development for the restaurant businesses in the future. The purpose of this study is to apply the Theory of Planned Behavior (TPB) to examine the relationships between green consumption cognition and consumption behavioral intentions for consumers in the restaurant industry. In this study, 620 questionnaires for consumers were totally distributed. The effective sample size and response rate for the survey was 435 and 70.16% respectively. The results of this study show that the green consumption cognition, green consumption attitude, green subjective norm and green perceived behavioral control for consumers in restaurants have positively significant impacts. Meanwhile, the green consumption cognition, green consumption attitude, green subjective norm and green perceived behavioral control for consumers have also positively significant impacts on their behavioral intentions of consumption for restaurants.