With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue. This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms. An online survey was also conducted, and a total of 1300 questionnaires were distributed. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value; (2) the utilitarian and hedonic values have a significant positive effect on purchase intention; and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations.

Consumer awareness of environmental protection and energy conservation concepts has prompted businesses in the hotel industry to adopt green operations. Most studies of the hotel industry have discussed the behavioral intentions (BIs) of consumers based on the theory of planned behavior (TPB), but they have not considered emotional and motivational factors. The present study incorporated two incentive mechanisms and the anticipated positive and negative emotions of consumers into the TPB to explore the relationship between BIs and green hotel development. Structural equation modeling was applied to test the research hypotheses. The results indicate that (1) a positive correlation exists between environmental attitude, subjective norms, perceived behavioral control (PBC), positive anticipated emotion, and desire intention (DI), and a negative correlation exists between negative anticipated emotions and DI; (2) a positive correlation exists between PBC, DI, and BI; and (3) an incentive mechanism has a moderating effect on the relationship between DI and BI.

Food system and food safety have drawn spontaneous global attention due to the effect of substantial environmental concerns. Three billion tons of food are wasted every year, estimated as being a third of all produced food. The production of much of this waste is directly linked to the unwillingness to sell, purchase, and consume suboptimal food that have deviated from regular products in terms of appearance standards, date labeling, or damaged packaging. Yet empirical research on this issue is scarce. This study aims to develop an extended Theory of Planned Behavior (TPB) research model, which includes environmental concern and sensory appeal to predict consumers’ purchase intention to suboptimal foods. A total of 539 respondents collected in Taiwan as data input. The empirical results of structural equation modeling (SEM) indicate that consumers’ attitude was the main predictor of their intention to purchase suboptimal foods. Interestingly, this research showed that both perceived behavioral control and subjective norms were not significant predictors of intention. Furthermore, adding environmental concern and sensory appeal as the additional constructs to the TPB significantly increased the explanatory power of the standard model. These findings provide important insights for suboptimal food and useful recommendations for marketing channels, suggesting that promotion of suboptimal food may be the key to potential business.

Green consumption is an emerging environmental topic receiving global attention. Because livestock production is a primary source of greenhouse gas emission, the “low-carbon diet” has become a new trend in the catering industry. Fast food companies have been launching vegetarian products because artificial meat requires less water and land resources than traditional livestock and has lower carbon emissions. This study explores the influence of consumers’ attitude, subjective norms (SNs), and perceived behavioral control (PBC) on their purchase intention for vegetarian burgers from the product knowledge (PK) and environmental concern (EC) perspectives. Based on the theory of planned behavior, the purchase intention of people from different food cultures to pay for fast food burgers is discussed. Five hundred questionnaires were distributed, of which 436 were valid. The results revealed that: (1) consumers’ SNs, PBC, and EC significantly affect purchase intention (PI), and SNs and PK have no significant relationship with PI; and (2) vegetarians are willing to pay higher prices than nonvegetarians. This study recommends that industry personnel should attempt to increase consumers’ knowledge regarding artificial meat and expand marketing channels to improve the convenience of purchasing artificial meat foods by conducting lectures and media promotion, respectively.

In recent years, increasing concerns regarding the energy costs and environmental effects of urban motorcycle use have spurred the development of hydrogen-electric motorcycles in Taiwan. Although gasoline-powered motorcycles produce substantial amounts of exhaust and noise pollution, hydrogen-electric motorcycles are highly energy-efficient, relatively quiet, and produce zero emissions, features that suggest their great potential to reduce the problems currently associated with the use of motorcycles in city environments. This study identified the significant external variables that affect consumers’ purchase intentions toward using hydrogen-electric motorcycles. A questionnaire method was employed with a total of 300 questionnaires distributed and 233 usable questionnaires returned, yielding a 78% overall response rate. Structural equation modeling (SEM) was applied to test the research hypothesis. The research concluded that (1) product knowledge positively influenced purchase intentions but negatively affected the perceived risk; (2) perceived quality via hydrogen-electric motorcycles positively influenced the perceived value but negatively affected the perceived risk; (3) perceived risk negatively affected the perceived value; and (4) the perceived value positively affected purchase intentions. This study can be used as a reference for motorcycle manufacturers when planning their marketing strategies.

Sustainability certification labels have become an important tool for aiding consumers in evaluating food safety, health concerns, and environmental friendliness. Few studies have explored the attributes of consumers’ environmental consciousnesses from the perspective of environmental concerns; hence, we focus on that lack. Our study contributes to the need to better understand consumer attention to sustainability information when making coffee certification attribute choices. We aimed to explore the importance that consumers attach to coffee certification attributes paid to these attributes while choosing and to willingness to pay (WTP). There were 650 questionnaires completed by those who had purchased coffee beans habitually in Taiwan; after factoring out the invalid questionnaires (i.e., those with omitted answers, incomplete answers, or those in which answers to all the questions received the same scale points were all deemed as invalid and removed), 568 valid ones were collected with a recovery rate of 87.4%. The results indicate that the respondents’ WTP attributes ranked from highest to lowest are traceability, organic, graded, environmentally friendly, and fair-trade certifications. This study provides insights into how consumers’ preferences relate to selection of coffee certification attributes.