Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention

Abstract

Recently, sustainability management has developed in the hospitality industry. Green restaurants have been progressively joining the hospitality industry. Consumer patronage determines the sustainable development of the green restaurant. This paper aims to explore the structural relationships among perceived values (hedonic and utilitarian values), consumer preference and behavior intentions of the green restaurant. A total of 278 valid questionnaires were collected, and the partial least squares (PLS) method was utilized to measure and test the research hypotheses. The study presents empirical evidence showing that hedonic and utilitarian values have significantly and positively affected consumer preferences for green restaurants and that utilitarian value and customer preferences have significantly and positively influenced behavior intentions of green restaurant. Furthermore, the results also demonstrate that consumer preferences partially mediate the relationships between utilitarian value and behavior intentions of the green restaurant. Finally, theoretical and practical implications are discussed and suggestions for future research are provided.

Exploring Effective Sensory Experience in the Environmental Design of Sustainable Cafés

“…The term "green" has become a synonym for pollution abolishment and environment protection, signifying health and sustainability [3]. The essence of green restaurants is to protect the global environment and create an environmentally sustainable catering industry in a way that reduces adverse impacts on the environment while providing products and services to meet people's needs and improve their quality of life [2]. The international environmental protection movement that has developed since the 1970s has re-examined the environmental damage caused by rapid economic development after the Industrial Revolution and has prompted people to pay increasingly more attention to the idea of environmental protection.…”

“…In recent years, the issue of green sustainability has been attributed increasingly more importance around the world, and the concept of green consumption is trending. The question of how to apply this concept to the food and beverage service industry to reduce its adverse environmental impact is becoming important in the catering industry [1][2][3]. According to Chiang [4], in Taiwan, cafés have flourished in the streets and alleys of cities in recent years, providing quality dining spaces, food service, and situational experiences and becoming one of the fast-growing food and beverage industry sectors as well as an important part of the social life of locals.…”

“…Xu and Jeong [13] found that most environmental protection actions in the past have focused on environmental problems caused by the manufacturing industry and that, more recently, as consumer environmental awareness has improved, people have gradually realized that the hospitality and tourism industries also exert an impact on the environment. The food and beverage services industry is an important part of the tourism industry, consuming a significant proportion of resources used by the tourism system as a whole [2]. However, while the issue of green sustainability has begun to receive attention in the food and beverage industry, sustainable environmental design for cafés in Taiwan has rarely been addressed in depth, indicating a research gap.…”

“…Thus, in this study, we wanted to answer the following questions: (1) What are the important indicators in the analysis of options for the ambience design of sustainable café in Taiwan? (2) What are indicators that can be used in analysing options that can be implemented in cafés?…”

Otel İşletmelerinde Yeşil Mutfak Kalitesinin (Y-Mutkal) Ölçülmesi: Nevşehir İlinde Bir Araştırma (Measuring Green Kitchen Quality (Y-Mutkal) In Hotel Businesses: A Research In Nevşehir)

“…(2018) (Savaş, 2018). Yeşil restoranlar üzerine yapılan bir diğer çalışmada, yeşil uygulamaların tüketici davranışlarına ve tercihlerine önemli düzeyde ve pozitif yönde etki ettiği sonucuna ulaşılmıştır (Teng ve Wu, 2019).…”