A Study on the Selection Attributes of Zero-Waste Cafes: Application of Importance-Performance Analysis (IPA)

This study identifies the selection attributes of zero-waste cafes as a sustainable dining model and empirically analyzes the gap between perceived importance and satisfaction using importance- performance analysis (IPA). A survey was conducted with 275 consumers experienced in visiting zero-waste cafes. The results revealed significant differences between importance and satisfaction across most attributes. Specifically, (1) ‘Coffee taste,’ ‘Zero-waste practice,’ and ‘Eco-friendly atmosphere’ were located in the 1st quadrant (Keep up the Good Work), proving the core competitiveness of combining essential quality with eco-values. (2) ‘Price rationality,’ ‘Discount systems,’ and ‘Interior’ were placed in the 2nd quadrant (Concentrate Here), identified as top-priority factors for improvement. (3) ‘Promotional events,’ ‘Parking,’ and ‘Music’ fell into the 3rd quadrant (Low Priority). (4) ‘Staff professionalism,’ ‘Zero-waste certification,’ and ‘Menu diversity’ appeared in the 4th quadrant (Possible Overkill), suggesting a need for resource reallocation. Based on these findings, this study proposes price incentive strategies to link value consumption with economic benefits and emphasizes practical experience over formal certification to establish sustainable management structures.