Establishing an influence model of green consumption behavior at night market: an exploratory study in Taiwan

Lien, Ching-Yu and Ng, Eric (2014) Establishing an influence model of green consumption behavior at night market: an exploratory study in Taiwan. In: International Conference on Marketing Studies (ICMS 2014), 18-20 Jun 2014, Taipei, Taiwan.


In addition to a restaurant outside of brand awareness in Taiwan, Taiwanese food culture that is most representative would be night market snacks. According to 'To Taiwan tourist spending and Trends Survey' of Tourism Bureau of Taiwan in 2009 showed that foreign visitors to Taiwan night market were the most visiting attractions first one. Evaluation experts and then to 'Green Night Market from missing', highlighted the need to be strengthened environmental health specialty for night market. The night market in Taiwan is not only a representative of Taiwan's culture, but also the key to tourism marketing of Taiwan, so how to combine global importance of environmental issues, paying attention to the concept of green consumption for present studies is to investigate key. This study applied the theory of planned behavior (TPB) to tourists at home and abroad on the impacts of green consumption cognition to behavioral intention. The main purpose of this study is to discuss the differences of impacts on the green consumption cognition to behavioral intention for night market of Taiwan. The results of this study highlighted the effective usage for marketing tourism of green night market policies in Taiwan, combined with specific environmental issues to promote the night market culture industry of Taiwan.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: This publication is copyright. It may be reproduced in whole or in part for the purposes of study, research, or review, but is subject to the inclusion of an acknowledgment of the source.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 16 Jan 2015 01:39
Last Modified: 08 Jun 2017 23:51
Uncontrolled Keywords: night market; green consumption cognition; behavioral intention; Theory of Planned Behavior (TPB); tourism; Taiwan
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience
11 Medical and Health Sciences > 1117 Public Health and Health Services > 111705 Environmental and Occupational Health and Safety
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900303 Tourism Infrastructure Development

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