US Restaurant Companies' Green Marketing via Company Websites: Impact on Financial Performance

Abstract

This paper investigates green marketing practices in the restaurant industry and relates those practices to financial performance. The official company websites of 53 publicly traded US restaurants were reviewed to identify their green marketing practices and the impact of these practices on their firm's financial performance was then examined. Industry-leading companies such as McDonald's, Burger King, Starbucks and Wendy's appear to be, through their websites, leading communicators of green practices. However, the study's results do not substantiate the stakeholder theory, because insignificant effects on restaurant firms' financial performance accrue from the marketing of green practices through company websites.

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