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

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  • Yi-Man Teng

    (Department of Food & Beverage Management, Taipei Chengshih University of Science and Technology, Peitou, Taipei 112, Taiwan)

  • Kun-Shan Wu

    (Department of Business Administration, Tamkang University, Tamsui, Taipei 251, Taiwan)

  • Di-Man Huang

    (Department of Management Sciences, Tamkang University, Tamsui, Taipei 251, Taiwan)

Abstract

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.

Suggested Citation

  • Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:12:p:8736-8755:d:42962
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    References listed on IDEAS

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    3. Codruța Adina Băltescu & Nicoleta Andreea Neacșu & Anca Madar & Dana Boșcor & Alexandra Zamfirache, 2022. "Sustainable Development Practices of Restaurants in Romania and Changes during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(7), pages 1-24, March.
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    14. Arun T. M. & Puneet Kaur & Alberto Ferraris & Amandeep Dhir, 2021. "What motivates the adoption of green restaurant products and services? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2224-2240, May.
    15. Hsin-Hui Lee & Chia-Hsing Liang & Shu-Yi Liao & Han-Shen Chen, 2019. "Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model," Sustainability, MDPI, vol. 11(20), pages 1-12, October.
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