Taiwan's night markets are important part of the Taiwan culture. However, Taiwan
night markets also have some negative issues like environmental pollution. As environmental awareness grows, Taiwan mistry of environmental has started implementing green policies in night markets. Despite these efforts, people often prioritize personal convenience over environmental protection. This study aims to explore night market visitors' environmental cognition and night market image affect their attitude of willingness to sacrifice and their behavioral intentions. The study focuses on domestic tourists who have visited night markets in the past year. Using convenience sampling, 388 valid online questionnaires were collected. The data was analyzed using SPSS 22.0 to answer these questions. Results showed environmental cognition positively influence both positive and negative night market image, also positively influence both willingness to sacrifice for convenience and finance sacrifices；positive night market image positively influence both willingness to sacrifice for convenience and finance sacrifices and also positively influence both behavioral intentions of visit intention and green consume behavioral intentions. negative night market image positively influence willingness to sacrifice for conveniencesacrifices but showed no significant association between finance sacrifices, also positively influence behavioral intentions of green consume intention but showed no significant association between visit intention. The study suggests enhancing public understanding of green night markets and accurately implementing eco-friendly facilities to reduce negative image of night market. This would increase more people willingness to visit green night market.
