Identifying Key Factors that Influence Consumers’ Purchase Intentions toward Green Restaurant

• Main Authors: Yi-Chi Yang, 楊奕琦
• Other Authors: Hu,Hsin-Hui
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/y74558

碩士 === 銘傳大學 === 觀光研究所碩士班 === 95 === The prosperous economic development in Taiwan has contributed to an increase in GMP, which in turn changes peoples’ lifestyles. One of the changes in lifestyles is the growing population of dining-out people. In recent years, environmental impact of foodservice industry has already caught people’s attention. Consumers start to realize the importance of green dining. Green restaurant therefore become a future trend in foodservice industry. The aim of this study is to investigate customers’ purchase intentions of green restaurants and the factors that influence it. Research questionnaire was applied to test four hypotheses that reflected the research question. A total of 340 participants were included in the study. Descriptive statistics, t-test, ANOVA, and Structural Equation Modeling (SEM) were performed with SPSS and LISREL to analyze the data. The results of this study indicated that: (1)The consumers’ perceptions of green restaurants, including greenenergy, noise prevention and cure, green material, recycle management, staff education, have positive impacts on the purchase intention of green restaurants. (2)The attitudes toward environmental protection have direct influences on the purchase intention of green restaurants. As for the human priority part, our research findings indicate that the participants generally agree on natural exploitation from a human-oriented perspective and thus their purchase intention is not high. (3)The personal values would influence the purchase intention of the green restaurant. The more aptitude for self-fulfillment, collectivism, individualism, the higher purchase intention toward the green restaurant. Finally, based on the findings of the study, this study further proposes managerical implications and suggestions for future studies.