||The Development of Green Restaurant Industry in Taiwan
||Doctoral Program, Department of Management Sciences
food and beverage industry
green restaurant industry
||Taiwan government has developed food and beverage industry for ten years. Cuisine internationalization became an important national policy and was put into the government's ten key service projects in September, 2010. Actually, many countries have developed food and beverage industry as an important national economic development strategy, such as Japan, South Korea, and Singapore. Today, these countries also have very impressive performance and popularity in overseas markets. Right now, the gourmet culture has become a fashion trend in the world.
In food and beverage industry, Taiwan could not occupy a place on the world stage, unless we develop our own food and beverage industry characteristics. It will be Impressed by consumers around the world and attract international tourists to visit Taiwan. Comprehensive gourmet, culture and the highly environmental awareness and etc., these advantages show Taiwan has potential and large space to develop the green restaurant industry. Therefore, the research topic “The development of Green restaurant industry in Taiwan” aim to study not only quantitative research for a behavior model of visiting a green restaurant and validate the relationships among consumers’ knowledge toward green restaurant, environmental concerns, attitudes and behavior intention, but also qualitative research by interviewing two famous, representative restaurant’s CEOs to understand business operating barriers, investment willing, and regulation limitation, and so on.
The objectives of the quantitative study are threefold. First, we empirically examined how individual characteristics of the consumers’ knowledge affect behavioral intention to dine the green restaurants. Second, we test the effect that focuses on consumers’ knowledge to environment concern and attitude imported from cognition-based research. Third, by capturing the affective component that motivates behavioral intention, these construct will help bolster the new thought to the domain of dining the green restaurant. The results of study revealed that consumers’ knowledge toward green restaurant significantly influenced the consumers’ environment concern, attitude but not behavioral intention of choosing green restaurant. And we also evidenced from the data that attitude plays as prominent significant predictors of the intention to visit to green restaurant.
In the qualitative research, we found the restaurant's CEO also well aware of green restaurants. So much so that, most of them consensus and agree green restaurants industry will become a super star and spindle diet industry in the future global markets. But Taiwan's political system and regulations impede the development of green restaurants industry in everywhere, such as no clear authority, no well-done laws and regulations, and more restrictions rather than incentives. Due to these reasons, many and many investors give up their action and investment plan to green restaurants industry.
This study could let government, business operators, and consumers understand the truth situation for green restaurant industry, both from a theoretical and practical viewpoint. Hopefully, it could help green restaurant industry develop well in Taiwan.
Chapter1： Introduction 1
1.1 Overview 1
1.2 Research questions and objectives of the study 7
1.3 Contribution of the Study 9
1.4 Organization of the Study 9
1.5 Definition of Terms 10
Chapter2： Literature Review 12
2.1 Green Restaurants 12
2.2 Value-Attitude-Behavior Model 17
2.3 Consumer Knowledge of Green Restaurant 21
2.4 Environmental concern 23
2.5 Conceptual Framework of the Study 23
Chapter3： Methodology 31
3.1 Research Design 31
3.2 Quantitative methods 31
3.3 Qualitative methods 35
Chapter4： Results 37
4.1 Quantitative Result Analysis 37
4.2 Results of exploratory factor analysis 38
4.3 Results of the hypothesis integrated consumersction,2,appendix,1,References,1" stention/behavior model (Model II)model (Model I) 44
4.4 Results of the hypothesis integrated environmental concern and value-attitude-intention/behavior model (Model II) 50
Chapter5： Conclusions 65
5.1 Contributions 65
5.2 Research Suggestions 66
Appendix A: Questionnaire of behavior intention to green restaurant of consumers 80
Figure 1.1 Taiwan restaurant industry annual revenue growth chart 3
Figure 2.1 The framework for predicting the intention of patronage of the green restaurant. 24
Figure 2.2 The Hypothesis integrated consumers’ knowledge, environmental concern and attitude-intention/behavior model (Model I) 30
Figure 2.3 The Hypothesis integrated environmental concern and value-attitude-intention/behavior model (Model II) 30
Figure 4.1 Hypothesized Model I 48
Figure 4.2 Hypothesized Model II 53
Table 1.1 Taiwan’s Food Industry Development Layer 2
Table 2.1 Representatives Literatures of green review from Scopus & Scholar Google 14
Table 3.1 SEM recommend index &value 35
Table 4.1 The frequency and percentage of the demographic 38
Table 4.2 Factor analysis of consumers’ knowledge of green restaurant 39
Table 4.3 Factor analysis of environmental concern 42
Table 4.4 Factor analysis of attitude 43
Table 4.5 Factor of behavior intention 43
Table 4.6 Factor analysis of personal value 44
Table 4.7 Reliability and validity of each variable 46
Table 4.8 Discriminant validity for the measurement model 46
Table 4.9 Recommended and actual values of fit indices 47
Table 4.10 Results from hypothesis testing 47
Table 4.11 Reliability and validity of each variable 51
Table 4.12 Discriminant validity for the measurement model 51
Table 4.13 Recommended and actual values of fit indices 52
Table 4.14 Results from hypothesis testing 53
Table 4.15 Mediator between PV and BI 54
Table 4.16 The Interview Themes and Key Answer 64
Table 5.1 The Reasons to Block Green Restaurant’s Development 66
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