Financial Impact and Consumer Response to the Disposable Ban in Dining: Foundations for a Green Marketing Plan

Disposable material waste had been one of the greatest environmental issues modern societies faced. Single- use plastics, which had been inexpensive and convenient to use, had become a global problem by creating a mass accumulation of solid wastes that permanently affects the environment and health. The aim of the study is to evaluate how behavioral shifts impacted the financial dynamics within the mall's dining sector. By analyzing consumer responses and their subsequent effects on sales, customer satisfaction, and operational costs, this study aimed to comprehensively understand the financial consequences of the ban on disposable materials. Findings revealed that the consumers found eco-friendly packaging convenient and beneficial, maintaining high satisfaction despite some hesitation toward self-containers, while strongly supporting green restaurants as part of their environmental responsibility. There was no significant relationship between convenience and perceived environmental impact but revealed a moderate positive correlation between customer satisfaction and environmental impact, indicating that those who found green practices useful were more likely to recognize their benefits. This study concluded that respondents found eco-friendly packaging convenient and beneficial despite some hesitation toward self-containers; customer satisfaction remained high as service quality and food presentation were unaffected; a moderate positive relationship existed between customer satisfaction and environmental recognition; and, managers experienced mixed financial impacts, prompting strategies to balance sustainability with profitability.