Ready to go paperless? A sustainable marketing perspective on customer acceptance of QR code menus in casual dining restaurants

Purpose Paperless technologies stimulate the competitiveness of hospitality businesses, as they enable both cost reduction and enhanced organisational sustainability. Nevertheless, the success of implementing paperless technologies depends on consumers’ readiness to adopt them. This study aims to examine the factors affecting consumers’ willingness to transition to paperless technologies, focusing on QR code menus in restaurants. Design/methodology/approach A systematic review of 49 studies formed the theoretical foundation for this research. The empirical part used a mixed-methodology approach. Qualitative data was collected through 14 semi-structured interviews to refine the research hypotheses. Quantitative data came from an online survey with 207 participants and was analysed using structural equation modelling to test hypotheses. Findings The findings indicate that social influence, hedonic motivation and habit exert a significant positive effect on behavioural intention, whereas performance expectancy, effort expectancy, facilitating conditions, perceived relevance and hygiene appear to have no significant impact. Research limitations/implications This study has important implications for different stakeholders involved in the process of restaurant menu implementation. The results allow restaurant owners and managers to better understand guests’ attitudes towards QR menus, thereby improving technology adoption and efficiency. Originality/value This paper enriches the related literature by modifying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the addition of new variables. Moreover, the research applied a mixed-methodology approach including qualitative and quantitative methods.