| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 107 === Issues related to green concepts in the hospitality industry are receiving increasing attention, but research related to green practices is still limited. Therefore, based on cognitive-emotion-behavioral theory, this study aims to explore the relationship between green practice, customer green perceived value, place attachment and green desire, and further explore the possible moderating effect of the new environmental paradigm on the relationship between green practice and green perceived value. A purposive sampling method was used to collect data from the customers at one green-friendly cafe. A total of 343 valid questionnaires were collected. The results used the structural equation model to verify the hypothesis. The results show that there are significant positive correlations between green practice, green perception value, place attachment and green desire variables. Green practice has a positive effect on green perceived value. Green perceived value can positively influence green desire through place attachment. Furthermore, the new environmental paradigm has a significant moderating effect on the relationship between green practice and green perceived value. Hopefully, the results will enhance the understanding of the relationship between the research variables, and can be a reference for restaurant operators for green-friendly restaurant planning and strengthening customers’ green desire.
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