Many foodservice operators have accepted the importance of promoting environmental awareness to create competitive advantages, build customer loyalty, enhance brand image, save financial resources, and increase the patronage. Despite escalating interest in environmentally responsible business practices, limited research exists on consumers' attitudes toward sustainable restaurant practices. In this study, it was established that the adapted version of the Hines' Model of Responsible Environmental Behavior is, in fact, effective in predicting consumer's intention to dine at a green restaurant. This study measured college students' (n = 451) attitudes, perceived consumer effectiveness and their intention to dine at a green restaurant. Internal consistency for each scale (Cronbach's Alpha) was .747, .858, .911, respectively. Multivariate test of significance revealed that each variable had a positive relationship to intention to dine at a green restaurant (p < .01).
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 50/03M, Masters Abstracts International|
|Subjects:||Marketing, Environmental Studies, Sustainability|
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