The Effects of Green Marketing and Green Corporate Social Responsibility on Customers’ Willingness to Patronize a Casual Dining Restaurant

The effects of green supply chain management practices on firm performance: Empirical evidence from restaurants in Egypt

“…The investigated international QSRs in Greater Cairo were selected for three reasons. First, less attention has been paid to invisible green practices in QSRs in Egypt that are hidden from the customer, as they take place back-of-the-house (Abbas and Hussien, 2017). Second, depending on the statistic of the Chamber of Tourism Establishments (2019), the number of international QSR chain branches in Greater Cairo (i.e., 124) is greater than the international QSR branches in the other Governorates in Egypt (i.e., 60).…”

“…These benefits include increased customers’ purchasing intentions to pay more for green products (DiPietro et al., 2013; Namkung and Jang, 2017); increased customer satisfaction and loyalty (Barber and Deale, 2014); improved employee satisfaction and loyalty (Alcorn, 2014; Chiu and Hsieh, 2016); reduced operating costs (Chiu and Hsieh, 2016; Schubert et al., 2010); improved image and customer satisfaction (Chiu and Hsieh, 2016; Hu et al., 2010); enhanced competitiveness (Chiu and Hsieh, 2016; Schubert et al., 2010); and improved environmental and financial performance (Chiu and Hsieh, 2016; Hussain et al., 2019; Perramon et al., 2014). However, some barriers prevent the food-service industry from adopting green practices: high costs related to implementing environmental technologies (Chan, 2011), lack of social awareness and green education (Abbas and Hussien, 2017), lack of resources, lack of support, and uncertainty of outcomes (Chan, 2011).…”

“…In the hospitality industry, most studies have shed the light on green practices in hotels (e.g., Hussain et al., 2019; Wang et al., 2020), but few studies have been done to look at green practices in restaurants compared to hotels (e.g., Abbas and Hussien, 2017; Dipietro et al., 2013; Hu et al., 2010; Wang et al., 2013). A study conducted by Kim et al.…”

“…However, less attention has been paid to the invisible green practices, such as green procurement and green cooking, that are unrecognized by the customer (Alcorn, 2014). Most green activities in restaurants take place back-of-the-house; therefore, they are hidden from the customer (Abbas and Hussien, 2017). These invisible green practices may result in increased employee satisfaction, improved services, and improved customer satisfaction (Schubert et al., 2010).…”

“…In addition, most literature on green practices for restaurants have focused on western developed countries. Few equivalent studies have been implemented in more developing countries, for example, Egypt (Abbas and Hussien, 2017; El Dief and Font, 2012).…”