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

Paper

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

Paper/Presentation Title	Establishing an influence model of green consumption behavior at night market: an exploratory study in Taiwan
Presentation Type	Paper
Authors	Lien, Ching-Yu (Author) and Ng, Eric (Author)
Editors	Wang, Chih-Chien
Journal or Proceedings Title	Proceedings of the International Conference on Marketing Studies (ICMS 2014)
Number of Pages	13
Year	2014
Place of Publication	Taipei, Taiwan
Web Address (URL) of Paper	http://academic.atisr.org/ICMS2014CD/ICMS2014_CDProceedings.htm
Conference/Event	International Conference on Marketing Studies (ICMS 2014)
Event Details	International Conference on Marketing Studies (ICMS 2014) Event Date 18 to end of 20 Jun 2014 Event Location Taipei, Taiwan
Abstract	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.
Keywords	night market; green consumption cognition; behavioral intention; Theory of Planned Behavior (TPB); tourism; Taiwan
ANZSRC Field of Research 2020	350806. Tourist behaviour and visitor experience
	350505. Occupational and workplace health and safety
	350605. Marketing management (incl. strategy and customer relations)
Public Notes	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.
Byline Affiliations	Minghsin University of Science and Technology, Taiwan
	School of Management and Enterprise
Institution of Origin	University of Southern Queensland

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