Consumers’ perspectives of environmental values and attitudes influence on green purchase behaviour and green restaurant intention in Malaysian service sector
In the business world today, “greening” has become a key to gaining competitive advantages. However, most of the environmental efforts in greening are associated with the marketing of tangible products from the manufacturing sector. Very little attention has been accorded to greening in the service...
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| Format: | Thesis |
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2014
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| Summary: | In the business world today, “greening” has become a key to gaining competitive advantages. However, most of the environmental efforts in greening are associated with the marketing of tangible products from the manufacturing sector. Very little attention has been accorded to greening in the service sector, especially the restaurant sector in which tangible aspects of their service products negatively affect the environment. Despite the importance of environmental efforts from the manufacturing and service sectors, very limited studies conducted in Malaysia have empirically tested green behavioural outcomes, namely, (a) green purchase behaviour (GPB) and (b) green restaurant intention (IN) simultaneously on a structural model from the consumers’ perspectives in Malaysian service sector. This study proposes a framework to determine the predictors of GPB and IN, examine the relationships among the predictors of GPB and IN, and assess the role of GPB in IN formation. The research hypotheses were tested by conducting a crosssectional questionnaire survey of 500 respondents at casual dining restaurants located in Klang Valley, Malaysia. Convenience sampling method with two screening questions was applied. The data were analysed using the Statistical Package for the Social Sciences (SPSS) 16.0 and Analysis of Moment Structures (AMOS) 16.0. Structural equation modelling (SEM) and mediation analysis were used. |
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