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This study examines the relationships among antecedents of attitude (AT) toward environmentally conscious behavior (perceived consumer effectiveness and environmental concerns (ECs) and the theory of planned behavior in order to identify the behavioral intentions (BIs) of consumers and explain the formation of an intention to visit an environmentally friendly restaurant. Four hundred self-administered questionnaires were distributed, from which 347 usable responses were obtained. The relationships between 7 constructs (collectivism, perceived consumer effectiveness, EC, AT, subjective norm, perceived behavioral control, and BI) and 21 indicators were measured using structural equation modeling. All of the underlying dimensions except the effect of EC on BI had a significant effect on customers' intentions. Implications for future research and marketing strategies for an environmentally friendly restaurant are discussed.
Jang et al. (2014) studied this question.