Green practices in the restaurant industry from an innovation adoption perspective: Evidence from Taiwan

► We verify a structural model of the green adoption intention of Taiwan's restaurant industry. ► Increasing perceived innovative characteristics will increase the attitude toward green adoption. ► Social influences have no influence on green adoption. ► Innovative beliefs, resources and instit...

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Bibliographic Details
Published inInternational journal of hospitality management Vol. 31; no. 3; pp. 703 - 711
Main Authors Chou, Chia-Jung, Chen, Kuo-Sheng, Wang, Yueh-Ying
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.09.2012
Subjects
Green innovation
Green practices
Green restaurant
Innovation adoption theory
Theory of planned behaviour
Green restaurant
Green practices
Innovation adoption theory
Theory of planned behaviour
Green innovation
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Summary:► We verify a structural model of the green adoption intention of Taiwan's restaurant industry. ► Increasing perceived innovative characteristics will increase the attitude toward green adoption. ► Social influences have no influence on green adoption. ► Innovative beliefs, resources and institutional support will reinforce the intention in taking green innovation practices. This study proposes an integrated model that combines the theory of planned behaviour (TPB) and the innovation adoption theory to investigate the attitudinal and behavioural decision factors on adopting green practices in the restaurant industry in Taiwan. The results demonstrate that attitude and perceived behavioural control have positive effects on behavioural intention while social influence is insignificant. Perceived innovation characteristics have direct positive effects on attitude and indirect positive impacts on behavioural intention to adopt green practices. Managerial implications are discussed.
ISSN:0278-4319
1873-4693
DOI:10.1016/j.ijhm.2011.09.006