Consumer’s Behavioral Intention toward “Green” Restaurant: Empirical Evidence from Indonesia

Abstract

This study specifically discusses the relationships between consumers’ environmental concern, attitude, subjective norms, perceived behavioral control, and their behavioral intention toward “green” restaurant. Such a study is important because behavioral intentions towards “green” practice in the restaurant industry is still an under-explored topic in the literature, despite the “green” trend. This study adopted Theory of Planned Behavior as the theoretical framework with additional environmental concern construct as antecedent. The findings from this research illustrate that customer’s environmental concern has a positive influence with behavioral intention toward “green” restaurant especially indirectly through attitude and perceived behavioral control. This study recommends that this topic of research needs to be explored more to understand the “green” restaurant customers and to develop marketing strategies to promote “green” restaurant in Indonesia.

The Effect of Situational Factor, Visual Merchandising, and Electronic Word of Mouth on Impulsive Buying Behavior on Video on Demand Services Current The Covid-19 Pandemic Crisis

“…Various stimulus is very strong and the temporary of the environment around the consumer to make a purchase can influence consumers to make purchases are impulsive. Similar results were conveyed by research from Khorrami et al (2015); Mamuaya & Pandowo (2018); Mamuaya & Tumiwa (2017); Pangemanan & Longdong, (2015).…”

“…Impulse buying is a sudden or strong desire to buy something quickly, triggers emotional conflict and tends to be done without considering the consequences (Mamuaya & Tumiwa, 2017). Meanwhile, according to Dyulgerova & Devreli (2019) impulse buying are unplanned purchases and as a result of exposure to stimuli, because decisions are often made at the place of purchase, including impulsive purchases, consumer cognitive and/or emotional reactions.…”

“…According to Puspaningrum (2017) situational factor are temporary environments that form the context in consumer activities that occur at a certain place and time. Meanwhile, according to Mamuaya & Tumiwa (2017) factor situational is an external factor that comes from shopping environment when the buyer made contact with certain visual stimuli (products or promotions) that creates unplanned purchases. Based on some of these expert opinions, it can be concluded that situational factor are momentary conditions that arise spontaneously and do not come from an individual or a brand of an item, but there is a very strong stimulus to influence an individual to carry out consumption activities.…”

“…Purchasing activities by consumers cannot be separated from situational factor, consumer environmental factors that are temporary and cause conditions in which consumer behavior appears at a certain time and place (Mamuaya & Tumiwa, 2017). According to (Hamermesh, 2020) the global COVID-19 pandemic situation has made people have more free time than usual.…”

“…In the competition of entertainment industry for video on demand services, Netflix is a video on demand service provider that is the first point of reference for consumers. Followed by its competitors, namely Amazon Prime and Hulu (Evan et al, 2020). Netflix is an American company and already available in 190 countries.…”