Extended Theory of Planned Behavior in Investigating Behavioral Intentions on Green Restaurants among Indonesian Consumers

This study aims to identify differences in customer beliefs in Generation X and Y in Indonesia by applying the extended Theory of Planned Behavior Model. The extended Theory of Planned Behavior includes attitude, subjective norm, perceived behavioral control, intention to visit green restaurants, and intention to deliver e-WOM about green restaurants. This study involved 600 participants representing Generations X and Y, who were collected using purposive sampling techniques to answer self-administered questionnaires. The data collected were analyzed using measurement model evaluation and partial least square multigroup analysis. The results showed that the influence of attitude toward green restaurants and attitude toward knowledge sharing on behavioral intentions differed in Generations X and Y. However, the impact of subjective norms and perceived behavioral control on behavioral intentions was found to have no difference in Generations X and Y. These findings provide new insights into the consumer behavior of Generations X and Y in Indonesia and provide appropriate marketing strategies for green restaurants.