Consumer Readiness on the Sustainable Practices of Green Technology in Fast Food Restaurant

Mohamad Alif Akmar Sher Mohamad and Zurena@Rena Shahril
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Mohamad Alif Akmar Sher Mohamad: Faculty of Hospitality and Tourism, City University Malaysia
Zurena@Rena Shahril: Faculty of Hotel and Tourism Management, University Teknologi MARA

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 4881-4895

Abstract: This research delves into the dynamics of consumer readiness to adopt sustainable green technologies in the fast-food industry, a sector noted for its significant environmental impact due to rapid expansion and global reach. The study specifically examines how various factors of consumer readiness, such as role clarity, skill availability, and motivational drivers, influence their willingness to support and participate in sustainable practices. To comprehensively assess these relationships, the research utilizes a detailed survey targeting a broad demographic spectrum of fast-food consumers. The survey questions are designed to gauge participants’ understanding of their roles in sustainable practices, their skills and knowledge relevant to these practices, and their intrinsic and extrinsic motivations. Intrinsic motivations include personal values and environmental concerns, whereas extrinsic motivations encompass social influence and perceived benefits, such as cost savings or social approval. The findings from this study indicate a strong correlation between well-defined role clarity, sufficient skills, and high motivational levels with increased consumer readiness for engaging in green initiatives. Specifically, consumers who perceive a clear long-term impact and benefit from sustainable practices show greater willingness to adopt such practices. Moreover, the research suggests that effective educational programs that enhance consumers’ knowledge and skills, combined with motivational strategies that address both intrinsic and extrinsic factors, can significantly advance the adoption of green technologies in the fast-food industry. These insights are crucial for policymakers and business leaders who aim to foster a more sustainable future, emphasizing the need for strategic consumer engagement and targeted educational efforts to drive substantial environmental improvements in this high-impact sector.

Date: 2025
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