綠色餐廳消費意願之研究

A Study of Consuming Intention of Green Restaurants

基於規範活化模型觀點，本研究探討後果意識、責任歸屬與個人規範對於綠色餐廳之消費意願的作用。此外，我們亦檢視環境知識、綠色消費認知以及感知健康利益的影響。本研究以最小平方法（PLS）統計分析361份有效問卷。研究結果顯示：（1）環境知識正向影響後果意識;（2）後果意識對於責任歸屬與具有正向顯著影響;（3）責任歸屬對於個人規範不具顯著影響;（4）後果意識對於個人規範與具有正向顯著影響;（5）綠色消費認知正向影響個人規範;（6）感知健康利益對於綠色餐廳之消費意願不具顯著影響;（7）個人規範正向影響綠色餐廳之消費意願。最後我們提出討論與建議，以提供未來研究參考。

Based on the perspective of Norm Activation Model, this study explores the effects of consequence awareness, responsibility attribution and personal norms on consumption intention of green restaurants. Furthermore, we examine the influence of environmental knowledge, green consumption cognition, and perceived consumer health benefits. In this study, 361 valid questionnaires were statistically analyzed by the method of Partial least squares (PLS). The results of this study show that: (1) environmental knowledge positively affects consequence awareness; (2) consequence awareness has a positive and significant impact on responsibility attribution; (3)responsibility attribution has no significant influence on personal norms; (4) consequence awareness has a positive and significant impact on personal norms; (5) green consumption cognition positively affects personal norms; (6)perceived health benefits have no significant influence on the consumption intention of green restaurants; (7) personal norms positively affect the consumption intention of green restaurants. Finally, we present discussions and suggestions to provide reference for future research.