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This study aims to investigate the intentions of restaurant managers/owners to adopt eco-friendly practices in their restaurants. A model was used based on the theory of innovation diffusion and the theory of planned behavior. First, each of the scales used to measure variables was subjected to internal consistency analyses and confirmatory factor analysis. Then hypotheses in the model were tested with the structural equation modeling. It was found that perceived innovation characteristics influenced the intention to adopt eco-friendly practices significantly. Moreover, attitude toward behavior and perceived behavioral control significantly influenced behavioral intention, but subjective norm did not significantly influence behavioral intention. Moreover, it was found that the attitude towards behavior partially mediated the relationship between perceived innovation characteristics and behavioral intention. In light of findings, policymakers are advised to encourage restaurants to “go green”. Also, restaurants are advised to adopt green marketing strategies for this new market.

Intentions to Adopt Eco-friendly Practices in Restaurant Operations