With the increasing popularity of environmental consciousness, environmental impact of restaurant service industry has caught people’s attention and green restaurant therefore become a trend in this industry. Using green restaurant as an example, this study investigates the relationships and effects of green marketing, green cognition, brand image and consumer’s purchase intention. Results of this study indicated that green marketing has both a direct effect and an indirect effect (via green cognition) on brand image. In addition, green marketing has both a direct effect an indirect effect (via brand image) on purchase intention. However, the results also show that green cognition not only has a direct effect on purchase intention, but also has an indirect effect on purchase intention via brand image.
ISSN: 1792-7552 (Online)