외식업체의 저탄소 경영에 따른 고객의 태도와 행동연구

초록

The purpose of this study was to analyze the restaurant customers' attitude that leads to their behavior underperception of low-carbon and then to apply it to new management style in food service business. Based on previousstudies, this study adopted 6 latent variables, that is, belief, evaluation, attitude, behavior face-saving pressure,group-confirmity pressure. The result of this study showed that our society has been moving away from face-savingpressure among Asia's group-confirmity pressure. The government report describing people who have littleunderstanding of low-carbon is not consistent with the result of this study. People's environmental perception issomewhat high but their knowledge of environment still lacks. And majority of survey participant hold positiveaspect of the education of low-carbon. The implications of this study are as follows. First, when the food service business plans customer promotion andtraining planning of low carbon, training that can evoke group-confirmity pressure would be effective. Second, Itwould be better to give informations and knowledges about low carbon at existing polices in food service business. Third, food service business has to suggest how to do environment friendly behavior and it affects customer. Forth,the social atmosphere moves to low carbon society so food service company has to prepare low carbon managementin accordance with government policy. And Fifth the low carbon management of food service business will beessential element. This study implies that our society is rapidly changing to low carbon society and low carbon becomes theimportant axis of food service management.

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