| Summary: | 碩士 === 中國文化大學 === 觀光事業學系 === 100 === Since 1990, the Green Restaurant Association (GRA) has led the green restaurant movement. The Green Restaurant Association is a United States based national non-profit organization that provides certification for restaurants to become more environmentally responsible. The GRA rates existing restaurants and food service operations with points in seven environmental categories. These categories are water efficiency, waste reduction and recycling, sustainable furnishings and building materials, sustainable food, energy, disposables, chemical and pollution reduction.
Several research studies have examined consumers’ consumption behavior toward green restaurant; however, studies adopting theory of planned behavior (Ajzen, 1985) appeared to be scarce. The present study focuses on understanding consumers’ green restaurant consumption behavior with the employment of Planned Behavior (Ajzen, 1985). The primary objective was to establish the reliability and validity of research instrument the will be used in a larger survey of consumers around the Taipei Station Gourmet District Area.
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