Effects of Korean and US Consumers’ Environmental Concern on Green Restaurant Patronage Intention - The Mediating Role of Eco-friendly Dine-out Behavior -

Abstract

This study examined the consumers' environmental concerns regarding their green restaurant patronage intention. Questionnaires were distributed in the US and South Korea. Regarding the environmental concerns, only Korean consumers' cognitive environmental concern had a direct effect on the green restaurant patronage intention. It had a mediating effect on the route from behavioral environmental concern to green restaurant patronage intention among US consumers and from cognitive environmental concern to green restaurant patronage intention among Korean consumers. These findings suggest that it is important to encourage customers to dine green by emphasizing the importance of green consumption.