餐飲業消費者個人屬性、綠色消費認知與行為意向之關係研究：以台北及新竹地區為例

Study on the Relationship among Individual Consumer Attributes in the Restaurant Industry, Green Consumption Cognition and Behavioral Intentions: Using Taipei and Hsinchu Regions as Examples

10.6572/JHHE.7(2).2

連經宇(Ching-Yu Lien)；陳育詩(Yu-Shih Chen)

餐飲業 ； 綠色消費 ； 行為意向 ； 計畫行為理論 ； restaurant industry ； green consumption ； behavioral intentions ； planned Behavior

餐旅暨家政學刊

7卷2期（2010 / 06 / 01）

133 - 162

繁體中文

綠色消費觀念近年來已成為各國關注的新興環保議題，特別是如何將其應用在餐飲業上，已成為未來國內餐飲業之重要發展趨勢。本研究主要目的在於應用計畫行為理論，探討餐飲業的消費者個人社經屬性和綠色消費認知與其綠色消費行為意向之間的互動關係。研究結果發現，消費者如為已婚、年齡愈長、所得愈高，則其綠色消費認知和至餐廳消費的綠色消費行為意向之間具有顯著差異。消費者對餐廳的綠色消費認知與綠色消費態度、綠色主觀規範、綠色知覺行為控制等因素，皆有顯著正向影響效果。同時，消費者本身的綠色消費認知、綠色消費態度、綠色主觀規範、綠色知覺行為控制等因素對於其到餐廳消費之行為意向，亦皆有顯著正向影響效果。

In recent years, green consumption has become a new environmental focus attracting a lot of attention around the world. Of particular interest is how to apply it to the restaurant industry. The aim of this study is to discuss the relationship between restaurant consumer social attributes, green consumption cognition and behavioral intentions. Findings of the research indicate a significant difference between green consumption cognition and behavioral intentions of green consumption at restaurant among married and aged consumers with high income. Moreover, consumers have a positive effect on the green consumption cognition of restaurants, green consumption attitudes, green subjective norm and green perceived behavioral control. Consumer green consumption cognition, green consumption attitude, green subjective norm and green perceived behavioral control all have a positive effect on behavioral intentions for consumption at restaurants.

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