| 英文摘要 |
In recent years, the deterioration of climate change and the increasing frequency of natural disasters have led to the growing popularity of sustainable green consumption. This shift has significantly enhanced public awareness regarding the importance of fruit and vegetable ingredients as well as plant-based cuisine. As more individuals embrace this transformation in dietary habits, new and unique business opportunities have emerged for the food and restaurant industries. Consequently, how to leverage this trend to strengthen consumers’green attitudes and behavioral intentions, as well as to assist businesses in formulating green strategies, has become a critical issue. This study aims to explore the driving factors of green consumption—specifically, green consumption values, environmental concern, and perceived cost. The goal is to provide a comprehensive understanding of green attitudes and consumption intentions. The data were collected through an online survey of 204 consumers in Taiwan and analyzed using PLS-SEM technique via the SmartPLS software. The results indicate that only epistemic value, environmental concern, and perceived cost are significant predictors of green attitudes. Moreover, only perceived cost and green attitude significantly influence consumers' willingness to engage in green consumption. These insights offer valuable implications for national environmental policy development and marketing strategy formulation within the food industry, while also contributing to the broader goal of ecological sustainability in the face of ongoing climate challenges. |
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