소비자의 그린지향성이 친환경 레스토랑 선택행동에 미치는 영향

초록

In this research, the impacts of customer’s green orientations on selection of eco-friendly restaurants areaddressed using theory of planned behavior(TPB). We claimed that customer’s orientation on greens might affect hisor her attitude towards deciding to visit green restaurants. For the study, 300 participants were surveyed for fourmonths from May to August in 2013 and 280 questionnaires were finally used for further analyses. The samples weretaken by the convenience sampling. The results show that all three dimensions (society, environment, and health) ofcustomer’s green orientations are statistically significant and well supported. It is also found that the subjective normhas more effects on the formation of attitude towards visiting green restaurants. This study provides the findings thatan individual customer’s green orientations affect his or her attitudes toward green restaurant visit and the subjectivenorm on greens has more effects than other elements considered on customers’ decision of visiting green restaurants. This implies that green restaurants’ marketing efforts should consider enhancing favorable social atmospheres on greens.

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