Does the Past Affect the Future? An Analysis of Consumers’ Dining Intentions towards Green Restaurants in the UK

Farah Shishan, Ricardo Mahshi, Brween Al Kurdi, Firas Jamil Alotoum and Muhammad Turki Alshurideh
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Farah Shishan: Department of Marketing, School of Business, The University of Jordan, Amman 11942, Jordan
Ricardo Mahshi: Department of Tourism, Sport and Hotel Management, Griffith Business School, Griffith University, Brisbane 4222, Australia
Brween Al Kurdi: Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa 591504, Jordan
Firas Jamil Alotoum: Department of Marketing, School of Business, Isra University, Amman 11622, Jordan
Muhammad Turki Alshurideh: Department of Marketing, School of Business, The University of Jordan, Amman 11942, Jordan

Sustainability, 2021, vol. 14, issue 1, 1-14

Abstract: Due to the growing notion of environmental protection, many restaurants have started to apply operational practices to diminish their carbon footprint, leading to the emergence of “green” restaurants. Green restaurants are establishments committed to minimizing adverse environmental consequences throughout their operations. Nevertheless, further research is warranted to examine consumer behavior in this field. Taking the consumers’ perspective, this study uses an augmented theory of planned behavior (TPB) and a cross-section of 896 British diners to explain their dining intentions towards green restaurants. The extended model of the TPB was tested to justify the addition of past behavior and the impact of sociodemographic characteristics. Using structural equation analysis, the results identified past behavior, perceived behavioral control, subjective descriptive norms, and attitude as critical factors influencing behavioral intention. Furthermore, apart from gender, the relationships between sociodemographics and intentions to dine at green restaurants were insignificant. This research provides insightful implications in the green restaurant domain and suggestions for future research.

Keywords: green restaurants; theory of planned behavior; consumer behavior; behavioral intention; past behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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