Sustainable Restaurant Practices: Impact on Consumer Behavior across Demographics

This study investigates the impact of green practices on a restaurant’s ecological image and customers’ intentions to revisit, considering demographic and behavioral factors such as gender, age, family size, and willingness to pay more. The findings revealed that green practices significantly influence customers’ perceptions of a restaurant’s ecological image and their intentions to revisit. The study also uncovered differences in these perceptions and behaviors across various demographic groups and levels of willingness to pay. The findings suggest that green restaurants can enhance customer support by implementing environmentally friendly programs, promoting environmental awards, engaging customers through various communication channels, and offering premium-priced items (without exceeding reasonable limits) to boost profitability while fostering loyalty.