With the increasing popularity of
environmental consciousness, environmental impact of restaurant service
industry has caught people’s attention and green restaurant therefore become a
trend in this industry. Using green
restaurant as an example, this study investigates the relationships and effects
of green marketing, green cognition, brand image and consumer’s purchase
intention. Results of this study
indicated that green marketing has both a direct effect and an indirect effect
(via green cognition) on brand image. In
addition, green marketing has both a direct effect an indirect effect (via
brand image) on purchase intention.
However, the results also show that green cognition not only has a
direct effect on purchase intention, but also has an indirect effect on
purchase intention via brand image.