EATING GREEN, STAYING SAFE: HOW MASLOW’S NEEDS SHAPE CONSUMER INTENTIONS TOWARD GREEN RESTAURANTS IN TÜRKIYE

Needs are an abstract concept that exists in human life and serves as the fundamental motivation for many decisions. These needs include emotional, psychological, abstract, and concrete choices that influence human behavior. This study aims to examine the moderating role of Maslow's hierarchy of needs, specifically focusing on the impact of safety needs on consumer behavior. The research explores the relationship between consumer attitudes toward eco-conscious dining venues and their purchase intentions. A questionnaire-based approach was employed to collect data from green restaurant consumers in Türkiye. The target population consists of individuals who frequently dine in environmentally friendly restaurants. Structural equation modeling analysis was conducted on data collected from 450 participants. The analysis was performed using the Smart PLS 4 program to test the proposed relationships. Results indicate that the independent variable, Attitude Toward Green Restaurants, has a positive and significant effect on the dependent variable, Consumption Intention. The study further investigates Maslow's theory of human motivation and its role in consumer decision-making. Among the various dimensions of Maslow’s hierarchy, only the need for safety/security demonstrated a moderating effect. This finding suggests that safety concerns play an intervening role in consumer decisions related to green dining. Consumers are more likely to dine at eco-conscious restaurants when they feel secure. The results emphasize the importance of safety considerations in shaping purchase behavior. Businesses should address these concerns to enhance customer trust and engagement. Understanding these factors can help marketers develop better strategies for promoting sustainable dining. By acknowledging the moderating role of safety needs, businesses can improve customer retention. The study contributes to the existing literature on sustainable consumption and consumer psychology. It also highlights the significance of integrating psychological needs into marketing strategies. Future research could explore other dimensions of Maslow's hierarchy in similar contexts. The findings offer valuable insights for restaurant managers and policymakers. Addressing safety concerns could lead to higher consumer engagement and loyalty.