The Effect of Eco-Friendly Certification Mark Image on Dining Consumers’ Purchase Decisions

This study investigates the impact of eco-friendly certification mark images on dining consumers’ purchase decisions within the restaurant industry. Recognizing the growing importance of sustainability and environmental responsibility, the research aims to explore how visual perceptions of certification marks influence consumer awareness, satisfaction, and repurchase intention. A structural equation modeling (SEM) approach was employed using survey data collected from restaurant users familiar with eco-certified foodservice products. The results indicate that the image of eco-friendly certification marks significantly enhances consumer awareness and satisfaction, which in turn positively affect repurchase intention. However, the direct effect of image on repurchase intention was not statistically significant, suggesting a mediating role of awareness and satisfaction. These findings highlight the strategic value of eco-label design and visibility in shaping consumer trust and loyalty, offering practical implications for sustainable branding in the foodservice sector.