This study analyzed and verified the effect of eco-friendly management activities on rapport formation and customer citizenship behavior for Generation Z in Honam, who has consumed products of restaurant companies that conduct eco-friendly management activities. The verification results of research hypotheses on eco-friendly management activities, rapport formation, and customer civic behavior of restaurant companies are as follows. First, restaurant companies eco-friendly management activities (attitude, responsibility) have a significant effect on rapport formation (careful behavior, bonding behavior, trust behavior). Second, eco-friendly management activities (attitude, responsibility) of restaurant companies have a significant effect on loyalty. Attitude has a significant effect on participation. Third, rapport formation (careful behavior, bonding behavior, trust behavior) has a significant effect on customer civic behavior (loyalty, participation).