Application Of The Theory Of Planned Behavior To Predict Consumers’ Intention To Visit Green Restaurant
This research attempts to investigate empirically the Korean consumers’ intention to visit green restaurants using the Theory of Planned Behavior(TPB). Its major purpose is namely to identify the key influencing factors that determine the Korean consumers’ intention to visit green restaurants. The results of this study are as follows. Each corresponding set of beliefs(behavioral belief, normative belief and control belief) showed a positive effect on the attitude, subjective norm and behavioral control respectively. Then attitude, subjective norm and behavioral control had positive effects on intention to visit green restaurants. The results will provide important implications in developing successful marketing strategies for green restaurants.
Key words - Theory of Planned Behavior, Beliefs, Attitudes, PLS Structural Equation Modeling