Customers' perception of green practices in restaurants
Abstract
As customers’ ecological concern is steadily growing, demand for products and services designed to be less harmful to the environment has increased. By executing green practices, managers and marketers throughout all industries believe that the image of the companies can be improved. Moreover, they believe that the improved image may eventually motivate the customers to use products or services offered by a green company. The restaurant industry is witnessing the green movement as well. Restaurant owners adopt green practices to their properties with the purpose of creating a distinctive image that can differentiate them from their competitors. Therefore, restaurateurs strive to get this competitive advantage by introducing green practices into their restaurants. Previous researches have not investigated the relationship between image of the company and customers’ behavioral intentions in the context of green movement. This study attempted to find out the answer to the question whether green practices have strong effects on the image of the company and customers’ behavioral intentions in the hospitality industry. If so, can the increased image of the company affect customers’ behavioral intention? Furthermore, how is this relationship different within diverse segments of customers who have strong attitudes or beliefs in their ability to positively influence the outcome of ecological problems or those who do not? The study results indicate that customers’ perception of green practices (PGP) have a positive effect on the green image of the restaurant and customers’ behavioral intentions to the restaurant. Also, the result indicates that customers’ perceived ecological image of the restaurant (PEI) positively affects customers’ ecological behavioral intention (EBI) to the restaurant. Through testing the mediating role of PEI, the researcher finds out the important role of PEI in explaining the restaurant customers green purchasing behavior. Customers with strong attitudes or beliefs in their ability to positively influence the outcome of ecological problems (Green group) have stronger positive relationships among the three constructs PGP, PEI, and EBI; compared to respondents (Less green group) who have a less strong attitude on such matters. The researcher found the green practices influencing PEI and EBI in different groups of green customers. In green group, the green practices influencing PEI the most are recyclable take-out containers, recycling waste, and energy efficient lighting. Practices affecting EBI are recycling waste and energy efficient lighting. In the less green group, the practice of using recyclable take-out containers has the most significant impact.
Degree
M.S.
Advisors
Jang, Purdue University.
Subject Area
Marketing|Social research|Management
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