“…Consequently, research addressing the issues of consumers' green restaurant adoption has become popular in the last decade (Filimonau et al, 2017; Lo et al, 2020; Moon, 2021), particularly regarding consumers' willingness to pay a price premium at a green restaurant (e.g., Hu et al, 2014; Nicolau et al, 2020; Shin et al, 2019). Moreover, a significant body of knowledge is now emerging, which investigates the role of both consumer and restaurant characteristics on green restaurant visit intention (Chen et al, 2017; Kim et al, 2013), patronage (Yu et al, 2018), and other behavioral actions. In fact, Myung et al (2012) noted that, in 2012, there were only three studies related to consumer behavior in green restaurants.…”