TITLE

Exploring consumer perceptions of green restaurants in the US

AUTHOR(S)
Schubert, Franziska; Kandampully, Jay; Solnet, David; Kralj, Anna
PUB. DATE
October 2010
SOURCE
Tourism & Hospitality Research;Oct2010, Vol. 10 Issue 4, p286
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Consumer attitudes and behavioural intentions towards environmentally sustainable practices in restaurants is an under-explored area in the hospitality literature, despite the growing 'green' trend. This article analyses data collected from 455 restaurant customers across five casual dining restaurants to gain insight into consumer attitudes towards, and willingness to pay more for, restaurants that engage in 'green' practices. The findings illustrate that there is an unfilled market niche for 'green' restaurants, as customers care about restaurants protecting the environment and would be willing to pay more to offset any additional costs associated with 'green' practices.
ACCESSION #
54083961

 

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