A Study On Consumers’ Green Practices and Exploration of Significant Factors in Green Restaurants

초록

The main purpose of this research is to explore consumer perceptions towards eco-friendly operations, indicated as ‘Green Restaurants (GRs)’, and to analyze green practices according to consumers’ environmental behaviors when dining out. The study holds an open position to accept the existing circumstance and gives effort to interpret the situation in a more practical way. Firstly, Importance-Performance Analysis (IPA) method was adopted to find the standing point of current consumers regarding the environmental aspects of restaurants. When the axes were drawn by absolute means (3.00), most elements required concentration. However, when drawn with empirical means, it could be assumed that consumers’ perceived importance of green practices in dining out were relatively low, when they required high importance for environmental protection. Latter of the study described GR consumers more in detail. When the differences among the groups were categorized by the degree of environmental attributes (awareness, interest and responsibility), each group showed significant difference among GR factors(p<.01).

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