The facters influence on green consumption intention and green consumption behavior of Pizza Company

This research aims to assess the relationship between green consumption attitude, green subject norm, perceived control of green with green consumption intentions, and how green consumption intentions influence green consumption behavior. This study used a systematic random sampling technique to obtain 385 study participants who were customers of six pizza companies located in Siem Reap. The data collection instrument was designed in the form of closed-ended questions with a 5-point Likert scale. The data obtained from the questionnaire were cleaned before processing using SPSS v.26 for analysising. The results of the study obtained through linear regression analysis showed that green consumption attitude and green subject norm were positively related to green consumption intentions, but green perceived control had no relationship with green consumption intentions. Finally, green consumption intention has a positive relationship with green consumption behavior. These results contribute to helping companies become more aware of hygiene and environmental protection.