Examining the dining behavior at green hotel restaurant within the framework of planned behavioral theory

The main objective of the study is determining the factors that affecting the customers' intention of dining in the context of Planned Behavior Theory (PBT) at green hotel restaurant. It has also been investigated if demographics variables effect on attitude, subjective norms and perceived behavioral control regarding to dining at green hotel restaurant. Beside the main aim of research it has also examined that caring of green application, factors that giving a decision dining at green hotel restaurant and if customers have practiced or not individual green practiced in their home. In the first and second chapter of study, the literature about green applications in tourism industry especially hotels, travel agency, transportation industry and restaurants was examined. The studies have been evaluated about green actors that mean green customers, green managers, and green suppliers in tourism industry according to PBT. Research hypothesis was tested as part of formed research model in the third part of study. This research included 533 hotel restaurant customers at five star green hotel in Belek Antalya region. Ajzen's (1991) PBT was used to evaluate customer intention of dining at green hotel restaurant. The findings suggested that PBT factors are attitude, subjective norms, perceived behavioral control, and intention to dining. The study findings indicate that green hotel customers are important to recycling throughout the restaurant, serving organic food and drink, purchasing local food, non-toxic chemical cleaners, not using Styrofoam cups, low flow toilets in the restroom, and automatic faucets on the sink. On the other hand for customers, it is not important to recycled paper goods (i.e. napkins), motion sensors to detect when to turn the lights on/off, energy efficient lighting, offering filtered tap water, furniture made of recycled wood and organic cotton uniform. On this side, it was determined that gender affect attitude and intention, marital status affect subjective norms, education level affects attitude relating to dine in the green hotel restaurant. On the other side, there are no relationships between age, income and other dependent variables. It is also indicated that perceived behavioral control has not affected any demographic variables relating to dining at green hotel restaurant. The finding suggested that attitude, subjective norms and perceived behavioral control affects the customers' intention to dine at green hotel restaurant. It is determined that the strongest affects is attitude and the weakest affects is perceived behavioral control regarding to intent to dining. In conclusion, some suggestions are offered for practitioners and researchers.