Factors of Attitude towards Eco-Friendly Products, Attitude, and Intention to Eco Friendly Dining among Consumers in Russia Far-East

Abstract

Restaurants and dining industry is an important sector in Russia Fareast especially with the dining habits of citizens.  If emerged with the fact that restaurants are one of the highest sectors in harming the environment, the eco-friendly dining behaviour of customers and food providers become essential to protect the environment. The study aims to examine the antecedents of consumers’ attitude towards eco-friendly besides to the impact of the attitude on the intention to eco-friendly dining in Russia Fareast. The proposed model for this study includes environmental beliefs, environmental awareness, evaluation of outcome, health awareness, self-identity and social identity; along with Attitude and intention toward eco-friendly dining. The population for this research is all the residents who live in a Russia Fareast. According to the official Russian statistics, there are around 8.4 million people living in the Russia Fareast, distributed among different age groups and the targeted sample size is 385. Data obtained from the survey is analysed by utilizing the software Statistical Package for the Social Sciences (SPSS 25) and SmartPLS 3.0. The results revealed that attitude to eco-friendly products have a significant influence on the intention with path coefficient of 0.551. The six antecedents shows a significant impact on the attitude towards eco-friendly products; the precedence of the impacts is environmental belief (0.308); environmental awareness (0.291); self-identity (0.217); outcome evaluation (0.181); health awareness (0.127); and social identity (0.087).