확장된 합리적 행동이론을 적용한 소비자의 친환경 레스토랑 선택의도에 관한 연구
Consumers' Intention to Select Eco-friendly Restaurants by Adopting Extended Theory of Reasoned Action
1
조회
0
다운로드
52
인용
0
참고문헌
키워드
초록
This study is to predict consumers' intention to select eco-friendly restaurants for a meal by using extended theory of reasoned action. The results demonstrate that the theory of reasoned action extended by environmental consciousness and past behavior had a significant predictive power, indicating its applicability to the domain of consumers’ environmentally conscious decision- making. Attitude, subjective norm, environmental consciousness, and past behavior explain 44.4% of behavioral intention and subjective norm is the most important variable to explain behavior intention. The investigation of the underlying factors leading to consumers’ intentions to select an eco-friendly restaurant provides further insights into the consumers’ decision-making processes, which is essential for the development of green marketing strategies in the restaurant context. In addition, this study contributes to extending the theory of reasoned behavior literature within the context of eco-friendly restaurant.
Abstract
This study is to predict consumers' intention to select eco-friendly restaurants for a meal by using extended theory of reasoned action. The results demonstrate that the theory of reasoned action extended by environmental consciousness and past behavior had a significant predictive power, indicating its applicability to the domain of consumers’ environmentally conscious decision- making. Attitude, subjective norm, environmental consciousness, and past behavior explain 44.4% of behavioral intention and subjective norm is the most important variable to explain behavior intention. The investigation of the underlying factors leading to consumers’ intentions to select an eco-friendly restaurant provides further insights into the consumers’ decision-making processes, which is essential for the development of green marketing strategies in the restaurant context. In addition, this study contributes to extending the theory of reasoned behavior literature within the context of eco-friendly restaurant.
참고문헌 (41)
- 김미경, "Predicting Winter Sports Participation Intention:Extending the Theory of Planned Behavior", 관광연구, 21(2), pp.155~172 (2006), 대한관광경영학회
- 김영진, "레스토랑의 친환경 요인이 소비자의 태도와 구매의도에 미치는 영향", 석사, pp.2009
- 김윤희, "소비자의 재활용 태도 및 행동의 이해-제안모형과 경쟁모형의 적용-", 한국행정논집, 19(3), pp.501~525 (2007), 한국정부학회
- 金琮鎬, "리사이클링 행동의 영향요인에 관한 통합모델적 연구", 박사, pp.1996
- 김창열, "Fast Food 기업의 친환경적 마케팅이 소비자의 구매·추천의도에 미치는 영향", 석사, pp.2007
- 김홍범, "건강식 메뉴 컨셉이 외식업체 브랜드 이미지에 미치는 관계에 관한 연구", 한국외식산업학회지, 1(1), pp.25~40 (2005), 한국외식산업학회
- 김홍범, "해외여행의 위험지각과 주관적 규범이 태도 및 행동의도에 미치는 영향: 합리적 행동이론의 적용", 호텔관광연구, 14(1), pp.67~81 (2012), 한국호텔관광학회
- 박영봉, "그린소비자의 태도-행동 일치성에 관한 연구", 산업경영연구, 7, pp.95~109 (1994)
- 박진경, "여가행동을 예측하는 모형 탐색 - 합리적 행동이론과 계획된 행동이론을 적용하여 -", 관광연구, 26(4), pp.237~255 (2011), 대한관광경영학회
- 박희서, "환경친화적 행동의 영향요인 분석 -합리적 행동이론(TRA)의 관점에서-", 한국지방자치학회보, 19(2), pp.97~119 (2007), 한국지방자치학회
- 송학준, "계획행동이론을 이용한 자연기반 축제의 방문행동 이해: 환경친화적 관광 소비행동의 추가적 역할을 중심으로", 관광연구저널, 25(4), pp.21~38 (2011), 한국관광연구학회
- 안선정, "수도권 일부지역 학교급식에서의 친환경 농산물 사용에 관한 연구", 한국외식산업학회지, 8(1), pp.31~51 (2012), 한국외식산업학회
- 유원위, "레스토랑의 친환경 경영활동과 외식고객의 지각된 품질, 이미지 및 구매의도와의 관계 연구", 호텔경영학연구, 21(2), pp.113~130 (2012), 한국호텔외식경영학회
- 윤설민, "확장된 계획행동이론(ETPB)을 적용한 모험적 여가활동에 대한 행동 분석: 사전지식과 애착도의 역할을 중심으로", 호텔경영학연구, 20(6), pp.189~208 (2011), 한국호텔외식경영학회
- 윤성욱, "환경지식이 환경친화적 소비행동에 미치는 영향에 관한 연구", 마케팅관리연구, 11(3), pp.131~147 (2006), 한국마케팅관리학회
- 이연정, "소비자의 일반적 특성에 따른 친환경 농산물 소비 행동 분석 연구", 한국외식산업학회지, 5(2), pp.103~126 (2009), 한국외식산업학회
- 장용전, "외식업체의 친환경 마케팅이 소비자의 구매의도와 구전의도에 미치는 영향", 석사, pp.2010
- 조미혜, "관광지 인터넷 사이트 정보탐색에서 사전지식의 역할과 탐색행동에 영향을 미치는 요인", 관광연구, 26(4), pp.567~589 (2011), 대한관광경영학회
- Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
- Ajzen, I., "From Intentions to Actions: A Theory of Planned Behavior, In Action Control: From Cognition to Behavior", pp.11~39 (1985), Springer-Verlag
- Ajzen, I., "Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior", Journal of Applied Social Psychology, 32, pp.665~683 (2002)
- Ajzen, I., "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice-Hall
- Bamberg, S., "How does environmental concern influence specific environmentally related behaviors? A new answer to an old question", Journal of Environmental Psychology, 23(1), pp.21~32 (2003)
- Conner, M., "Extending the theory of planned behavior : A review and avenues for further research", Journal of Applied Social Psychology, 28(15), pp.1429~1464 (1998)
- Conner, M., "The theory of planned behavior and healthy eating", Health Psychology, 21(2), pp.194~201 (2002)
- Environmental Leader, "Dunkin' Donuts Opens Its First LEED Restaurant", Energy& Environmental News for Business, ~
- Han, H., "Application of the theory of planned behavior to green hotel choice : Testing the effect of environmental friendly activities", Tourism Management, 31(3), pp.325~334 (2010)
- KIM YUNHI, "An investigation of green hotel customers' decision formation: Developing an extended model of the theory of planned behavior", INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 29(4), pp.659~668, Elsevier
- Hu, H., "The dynamics of green restaurant patronage", Cornell Hospitality Quarterly, 51(3), pp.344~362 (2010)
- Kalafatis, S. P., "Green marketing and Ajzen’s theory of planned behavior : A cross-market examination", Journal of Consumer Marketing, 16(5), pp.441~460 (1999)
- Kim, Y. H., "Intention to pay conventional hotel prices at a green hotel : A modification of the theory of planned behavior", Journal of Sustainable Tourism, 18(8), pp.997~1014 (2010)
- Kleiner, A., "What does it mean to be green?", Harvard Business Review, 69, pp.38~47 (1991)
- Lee, K., "Gender difference in Hong Kong adolescent consumers' green purchasing behavior", Journal of Consumer Marketing, 26(2), pp.87~96 (2009)
- Moan, I. S., "Predicting parents' intentions not to smoke indoors in the presence of their children using an extended version of the theory of planned behaviour", Psychology & Health, 20(3), pp.353~371 (2005)
- "2011 Restaurant Industry Fact Sheet"[URL]
- Nielsen. B., "Dining Green : A guide to Creating Environmentally Sustainable Restaurants and Kitchens", Green Restaurant Association, ~ (2004)
- Oh, H., "Volitional degrees of gambling behaviors", Annals of Tourism Research, 28, pp.618~637 (2001)
- Ouellette, J. A., "Habit and intention in everyday life : The multiple processes by which past behavior predicts future behavior", Psychological Bulletin, 124, pp.54~74 (1998)
- Ostman, R. E., "Impact of education, age, newspapers and television on environmental knowledge, concerns and behaviors", Journal of Environmental Education, 19(1), pp.3~9 (1987)
- Perugini, M., "The role of desires and anticipated emotions in goal-directed behaviors : Broadening and deepening the theory of planned behavior", British Journal of Social Psychology, 40, pp.79~98 (2001)
- Schlossberg, H., "Green marketing has been planted-Now watch it grow", Marketing News, 4, pp.26~30 (1991)