The effect of environmental consciousness of food servie customers on consumption efficacy and additional payment intention

This study aims to investigate the effect of consumer environmental consciousness on consumption efficacy and additional payment intention. Environmental consciousness consists of environmental knowledge and environmental concerns, while consumption efficacy and additional payment intention are composed of uni-dimension. A questionnaire made by using Google Forms was distributed to foodservice consumers who are selected by utilizing the snow sampling method. The online link was distributed between April 3, 2024 and April 19, 2024. Two hundred sixty-seven questionnaires were collected and used for empirical analysis. The results of this study found that (1) environmental knowledge and environmental concerns had a positive effect on consumption efficacy; (2) consumption efficacy had a positive effect on the additional payment intention; and (3) environmental knowledge and concerns had a positive effect on additional payment intention. Therefore, all hypotheses were supported. The results of this study can be used in the development of environmental foodservice marketing strategies.