 To ‘green dine’ or not to ‘green dine’? Assessing the impact of beliefs and altruismRawan Nimri, Anna Kralj, Farah Shishan and Nouf Suheimat Journal of Retailing and Consumer Services, 2024, vol. 77, issue C Abstract: This article introduces a comprehensive model rooted in the theory of planned behaviour (TPB) to clarify how diners form intentions to choose green restaurants. In the initial qualitative phase, four semi-structured focus groups were conducted, revealing that altruism and new beliefs were significant drivers of green restaurant patronage. The model integrates TPB, altruism and belief constructs in the quantitative phase, with findings from 896 British diners highlighting the model's robustness and the pivotal role of altruism. Notably, control beliefs emerge as the key factor influencing the intention to dine at green restaurants in a multiple indicators and multiple causes model. These findings have substantial implications for restaurant owners, offering insights that will help to enhance diners' decision-making and develop effective marketing strategies that will cater to environmentally conscious patrons, ultimately promoting sustainability in the industry. Keywords: Green restaurants; Theory of planned behavior; Pro-environmental consumer behavior; Altruism; Beliefs (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004319 DOI: 10.1016/j.jretconser.2023.103680 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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