US Restaurant Companies' Green Marketing via Company Websites: Impact on Financial Performance

Sunny Ham and Seoki Lee
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Sunny Ham: Department of Tourism, Kyungwon University, 328 Ungjikwan, Seongnamsi, Korea 461-701
Seoki Lee: School of Tourism and Hospitality Management, Temple University, 314 Speakman Hall, 1810 N 13th Street, Philadelphia, PA 19122, USA

Tourism Economics, 2011, vol. 17, issue 5, 1055-1069

Abstract: This paper investigates green marketing practices in the restaurant industry and relates those practices to financial performance. The official company websites of 53 publicly traded US restaurants were reviewed to identify their green marketing practices and the impact of these practices on their firm's financial performance was then examined. Industry-leading companies such as McDonald's, Burger King, Starbucks and Wendy's appear to be, through their websites, leading communicators of green practices. However, the study's results do not substantiate the stakeholder theory, because insignificant effects on restaurant firms' financial performance accrue from the marketing of green practices through company websites.

Keywords: green marketing; US restaurant trade; financial performance; company websites (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:17:y:2011:i:5:p:1055-1069

DOI: 10.5367/te.2011.0066

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