The growing environmental pollution has led various stakeholder groups to demand that enterprises protect the natural environment. Therefore, more enterprises are bringing green products to the market and are implementing eco-friendly activities based on green business. This study focuses on enterprises to explore the impact of enterprise's perception of green business on the implementation of green business and business performance and then to conduct a comparison analysis of different industries. There are 183 valid questionnaires from service enterprises and 244 from manufacturing enterprises. The results show that the benefit of green business as perceived by service businesses has a significant positive influence on implementation intentions; however, the perceived risk has a significant negative influence on the intention to implement green business. The responsibility norms and the perceived control have a significant positive influence on implementation intention and implementation level. Through competing model analysis of structural equation modelling, some important findings were found: (1) different enterprise types exhibit significant differences in the path strength of the impact of perceived benefits, perceived risks, and perceived control of green business on the implementation intention and (2) the willingness of service enterprises to implement green business tends to be influenced by the perceived benefits, while the manufacturing industry is more affected by the perceived risk and perceived control.
