The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants

Abstract

Green consumption has become increasingly popular. More and more green restaurants are entering the market. The development of mobile Internet and the application of location-based services leads customers to easily visit several restaurants before making choice. Retaining a visiting customer is very important to green restaurants in the mobile Internet era. This paper develops a theoretical model to explore how the food-related, service-related and ambiance-related attributes of green restaurants influence the confirmation of expectations regarding restaurant quality and subsequent patronage intentions of visiting consumers in the context of location-based recommendations. The theoretical model is tested using the partial least squares method. The results show that the confirmation of expectations of food quality is determined by food presentation, variety and freshness; the confirmation of expectations of service quality is determined by employees and service; and the confirmation of expectations of ambiance quality is determined by cleanliness, design and décor, in terms of a positive effect on the patronage intention of visiting consumers of green restaurants making use of location-based recommendations. Finally, theoretical and practical implications are discussed.

Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention

“…Third, we also recommend that restaurants should strive to enhance the practical value of green restaurants and avoid putting customers off for major functional or beneficial reasons. These views echo those of Yu et al [11]. When customers choose to dine at a green restaurant, they care about the quality of their food.…”

“…This study investigated the influence of perceived values (hedonic and utilitarian values) on consumer preference and behavior intentions of the green restaurant. Previous studies have mainly investigated on levels of equality among green restaurants [11,18] and consumers' perceptions and beliefs about green consumption [4,[14][15][16]. The present study is the first to investigate the hedonic and utilitarian values effect on consumer preference and behavior intentions toward the green restaurant.…”

“…Some scholars pointed out green restaurants have been increasing [10]. Increasing numbers of green restaurants are entering the market [11]. Jang et al [7] claimed that even though 63 percent of respondents said they have never visited a green restaurant, they are willing to spend more money on a green restaurant.…”

“…Some researchers have examined the sustainable attributes of green restaurants [17]. A growing number of hospitality scholars has focused on levels of quality among green restaurants [11,18]. However, to our knowledge, the effect of perceived value on green restaurant patronage intentions has rarely been explored.…”

Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience

“…As the core product of commercial food service, food quality plays a pivotal role in the dining experience and is critical to the success of the restaurants at tourism destinations [21,54]. In fact, food quality, service quality, and the physical environment are major factors influencing customer satisfaction with a dining experience and key determinants of a customer's choice of restaurant and re-visitation [23,[55][56][57]. At the same time, many scholars have described various attributes that constitute food quality.…”