Contribution of Green Practices On Consumer Buying Behavior in 4-5 Star Restaurants in Nairobi County, Kenya

There is an exponential increase in consumer concerns over green practices due to environmental problems occurring. Green practices involves a company engaging in activities or actions that protect the environment from pollution and preserve natural resources by reducing its carbon emissions. Consumer buying behavior refers to the activities and experiences of restaurant guests who engage in purchasing, consuming and disposing of goods and services. The purpose of this study was to examine the contribution of green practices on consumer buying behavior in 4-5- star restaurants in Nairobi County, Kenya. The study adopted a descriptive survey design where a sample size of 19 restaurants were sampled in Nairobi County. Data collection techniques were questionnaires, observation schedules and secondary data sources, which were newspapers, articles, and Tv programmes. Qualitative data was coded, analyzed using content analysis through text search query and word-frequency query analysis using NVIVO. Quantitative data was analyzed using SPSS with levels of significance established using ANOVA with a cut-off point of p being < or =0.05 at 95% confidence and significance levels. The results show that the study rejected all the null hypotheses and concluded that at 95% confidence level a significant relationship exists between green practices and consumer buying behavior in 4-5-star restaurants in Nairobi City County. The study concluded that consumer-buying behavior has a positive association with green practices. Key Words: environmental sustainability, green practices, green restaurants, green consumerism, eco-friendly products