Effects of restaurant green practices: Which practices are important and effective?

Abstract

As customers’ ecological concern is steadily increasing, demand for products and services designed to be less harmful to the environment has augmented. By executing green practices, many business owners believe the image of their companies can be improved. Furthermore, the improved image may eventually motivate the customers to use products or services offered by the 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. However, previous researches have not investigated the relationship between image of the company and customers' behavioral intentions in the context of the 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 intentions? Furthermore, how would this relationship be different within diverse segments of customers who have great ecological purchasing behavior or those who do not?

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