레스토랑 고객의 환경 지식이 친환경 메뉴 구매 의도에 미치는 영향 = Impact of Environment Knowledge on Repurchase Intention of Environment-friendly Restaurant Menu

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the relationships among environment or subjective knowledge, belief on environment, personal norm, and purchase intention of environment-friendly restaurant menu. For this purpose, the data were collected from restaurant customers by online research panel for 21 days from May 10th til 30th, 2013. A total of 550 were collected and 547(99.5%) were analyzed using IBM SPSS 20 and AMOS 20. Structural equation modeling was employed to verify research hypothesis. Research findings revealed that there was a positive relationship between environment knowledge and belief on environment, but subjective knowledge of environment did not affect belief on environment. Belief on environment showed positive and significant impact both on personal norm and purchase intention of environment-friendly menu. Lastly, personal norm also affected purchase intention of environment-friendly menu. And implications of these results were examined.

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