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

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