The effects of environmental consciousness and menu information on the perception of restaurant image

Abstract

PurposeThis research examines the influence of consumer environmental consciousness and perception of menu information in the formation of restaurant image. The concepts of mindfulness and mindful consumption were used as the theoretical background for the study.Design/methodology/approachUsing a quasi-experimental setting, data were collected from restaurant consumers dining at an upscale casual restaurant in the southeastern United States over a four-week time. Structural equation modeling, multi-group analysis and mediation analysis were used to test the hypothesized relationships between research constructs.FindingsResults suggested that consumer environmental consciousness does not have a direct effect on the formation of restaurant image. However, consumer environmental consciousness influenced consumers' perception of menu information, and the perception of menu information consequently influences the restaurant image.Practical implicationsFoodservice industry increasingly interested in sustainability practices. Consumers want to know the connections between food and its impact on their health and the environment. Findings reveal that environmentally conscious consumers actively sought out menu information, and that once the information they were seeking was perceived, it significantly strengthened the perception of restaurant image.Originality/valueTo the best of our knowledge, this is the first research that investigated the environmental consciousness construct in a live restaurant context.

The impact of brand transparency of food delivery apps in interactive brand communication

“…Local food or LOCs are produced within a short distance of where they are consumed, along with a different social structure and supply chain (Waltz, 2010). Local foods offered by restaurants significantly influence the perceived image and attitude toward the service provider (Remar, 2015). Customers also believe that locally sourced food can assist in improving the local economy.…”

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“…This is the driving force behind this study: to examine the factors about why and how online orders affect customer purchase intention (PI). In addition, previous studies on this topic are still very limited, mainly focusing on the hard copy menus used when a customer orders food in person at a restaurant (Remar et al, 2022) or electronic menus that are only used directly in a restaurant (Wang et al, 2022). In addition, studies on online menus have mainly focused on the Covid-19 period, a time when the use of online restaurants was mandatory, and therefore the impact of online menus on customer intentions to purchase is not accurately reflected.…”

“…This is the driving force behind this study: to examine the factors about why and how online orders affect customer purchase intention (PI). In addition, previous studies on this topic are still very limited, mainly focusing on the hard copy menus used when a customer orders food in person at a restaurant (Remar et al. , 2022) or electronic menus that are only used directly in a restaurant (Wang et al.…”

Marketing strategies in the age of COVID‐19: An Attitude, Belief, Context Approach

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