Green practices in the restaurant industry from an innovation adoption perspective: Evidence from Taiwan

This study proposes an integrated model that combines the theory of planned behaviour (TPB) and the innovation adoption theory to investigate the attitudinal and behavioural decision factors on adopting green practices in the restaurant industry in Taiwan. The results demonstrate that attitude and perceived behavioural control have positive effects on behavioural intention while social influence is insignificant. Perceived innovation characteristics have direct positive effects on attitude and indirect positive impacts on behavioural intention to adopt green practices. Managerial implications are discussed.

► We verify a structural model of the green adoption intention of Taiwan's restaurant industry.
► Increasing perceived innovative characteristics will increase the attitude toward green adoption.
► Social influences have no influence on green adoption.
► Innovative beliefs, resources and institutional support will reinforce the intention in taking green innovation practices.