Investigating beliefs,attitudes, and intentions regarding green restaurant patronage: An application of the extended theory of planned behavior with moderating effects of gender and age |
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| Affiliation: | 1. Department of Apparel, Events and Hospitality Management, Iowa State University, 7E MacKay LeBaron Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA;2. Department of Apparel, Events and Hospitality Management, Iowa State University, 1084C LeBaron Hall, 626 Morrill Rd., Ames, IA 50011-1078, USA;3. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900W. State Street, West Lafayette, IN 47907-2115, USA;4. Department of Hospitality & Tourism Management, College of Merchandising, Hospitality & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017;1. School of Travel Industry Management, University of Hawaii at Manoa, 204 George Hall, Honolulu, HI 96822, United States;2. Apparel, Events, and Hospitality Management Department, Iowa State University, 9E MacKay Hall, Ames, IA 50011, United States;1. Department of Business Administration, National Cheng Kung University, No. 1, University RD., Tainan City, 70101, Taiwan;2. Geography and Tourism School, Guangdong University of Finance and Economics, 21 Luntou Road, Haizhu District, Guangzhou, 510320, PR China;3. Department of Business Administration, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City, 40227, Taiwan;4. Department of Hotel Management, Tainan University of Technology, No. 529, Zhongzheng Rd., Yongkang District, Tainan City, 71002, Taiwan;1. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907-2115, United States;2. Department of Retail, Hospitality and Tourism Management, University of Tennessee, Jessie Harris Building 1215 W. Cumberland Avenue, Knoxville, TN 37996-1911, United States |
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| Abstract: | This study aims to identify customer belief structures underlying the cognitive process of green restaurant patronage by applying the extended theory of planned behavior (TPB). The extended TPB model includes two additional predictors (past behavior and dining frequency) and two moderators (gender and age) to predict customers’ intention to visit green restaurants. This study followed recommended two-phase survey procedures. Salient beliefs of the target population were elicited in the first phase, and the relationships between those beliefs and other TPB constructs were analyzed in the second phase. Perceived behavioral control emerged as the most significant determinant followed by attitude and subjective norm in the Korean green restaurant context. The findings support the inclusion of past behavior as an additional predictor and confirm the moderating effects of gender and age. This study provides useful implications for effective marketing strategies for green restaurants. |
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| Keywords: | Green restaurant Intention Attitudes Past behavior Beliefs Theory of planned behavior |
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