The Behavioral Intention of Millennial Consumer Towards Green Fast-Food Retail

Abstract

The millennial increasing interest in green products indirectly affects the existence of fast food, which is previously often associated with something unhealthy. Some fast-food practitioners are now offering several products they claim to be "greener". However, it is still very rare to launch outlets with more "green" or "eco-friendly" thematic even though the negative perception about fast food retail is sometimes related to the food place itself. Therefore, this study aims to determine consumer behavior intention, millennial generation in this case, towards green fast food retail with the scope of study in West Java, Indonesia. This study was conducted on 402 respondents by adopting the TPB theory as the variable under study. It used a quantitative approach and was processed using Smart-PLS. The results show that the company's green practices, physical servicescape, and price fairness affect consumer behavior control which has a very significant influence on consumer behavior intention in green fast food retail.

Exploratory Study of Romanian Generation Z Perceptions of Green Restaurants

“…Previous research has focused on analyzing consumer behavior and perceptions of green restaurants, taking into consideration a very strict market segmentation based on age (Shapoval et al 2018). Because of their socio-economic characteristics, i.e., high disposable incomes, ecofriendly concerns, and the desire to adopt eco-friendly and sustainable products (Riva et al 2022), as well as their willingness to pay extra for dining in a green restaurant (Nicolau et al 2020), most studies focused on Generation Y (millennials) (Nicolau et al 2020;Riva et al 2022;Shapoval et al 2018;Chaudhary and Bisai 2018;Ghadban et al 2021;Lo et al 2020;Oke et al 2023;Hayuningardi and Najib 2021). However, the potential of the next generation (Dolot 2018;Priporas et al 2017)-Generation Z (Dimock 2019)-has received little attention comparatively (Seemiller and Grace 2018).…”