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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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    15. Habib, Muhammad Danish & Kaur, Puneet & Sharma, Veenu & Talwar, Shalini, 2023. "Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    16. Dayanne da Costa Maynard & Renata Puppin Zandonadi & Eduardo Yoshio Nakano & António Raposo & Raquel Braz Assunção Botelho, 2021. "Green Restaurants ASSessment (GRASS): A Tool for Evaluation and Classification of Restaurants Considering Sustainability Indicators," Sustainability, MDPI, vol. 13(19), pages 1-12, September.
    17. Yi Shan Yu & Min Luo & Dong Hong Zhu, 2018. "The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants," Sustainability, MDPI, vol. 10(4), pages 1-14, April.

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