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The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants

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  • Yi Shan Yu

    (School of Economics, Huazhong University of Science & Technology, Wuhan 430074, China)

  • Min Luo

    (School of Intellectual Property, Nanjing University of Science & Technology, Nanjing 210094, China)

  • Dong Hong Zhu

    (School of Management, Huazhong University of Science & Technology, Wuhan 430074, China)

Abstract

Green consumption has become increasingly popular. More and more green restaurants are entering the market. The development of mobile Internet and the application of location-based services leads customers to easily visit several restaurants before making choice. Retaining a visiting customer is very important to green restaurants in the mobile Internet era. This paper develops a theoretical model to explore how the food-related, service-related and ambiance-related attributes of green restaurants influence the confirmation of expectations regarding restaurant quality and subsequent patronage intentions of visiting consumers in the context of location-based recommendations. The theoretical model is tested using the partial least squares method. The results show that the confirmation of expectations of food quality is determined by food presentation, variety and freshness; the confirmation of expectations of service quality is determined by employees and service; and the confirmation of expectations of ambiance quality is determined by cleanliness, design and décor, in terms of a positive effect on the patronage intention of visiting consumers of green restaurants making use of location-based recommendations. Finally, theoretical and practical implications are discussed.

Suggested Citation

  • Yi Shan Yu & Min Luo & Dong Hong Zhu, 2018. "The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants," Sustainability, MDPI, vol. 10(4), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:1187-:d:141124
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    References listed on IDEAS

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    1. Jun-Zhi Chiu & Chao-Chen Hsieh, 2016. "The Impact of Restaurants’ Green Supply Chain Practices on Firm Performance," Sustainability, MDPI, vol. 8(1), pages 1-14, January.
    2. Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.
    3. David Gaker & Joan L. Walker, 2013. "Revealing the Value of “Green” and the Small Group with a Big Heart in Transportation Mode Choice," Sustainability, MDPI, vol. 5(7), pages 1-15, July.
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    1. Kumju Hwang & Bora Lee & Juhee Hahn, 2020. "Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    2. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    3. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    4. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    5. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    6. Yi-Man Teng & Kun-Shan Wu, 2019. "Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention," Sustainability, MDPI, vol. 11(7), pages 1-13, April.
    7. Rejoice Jealous Tobias-Mamina & Eugine Tafadzwa Maziriri, 2023. "Millennial Street Food Consumption: An Integrated Theory of Reasoned Action Approach," International Review of Management and Marketing, Econjournals, vol. 13(1), pages 11-18, January.
    8. Ramazan Eren & Abdullah Uslu & Ayla Aydın, 2023. "The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    9. Dayanne da Costa Maynard & Renata Puppin Zandonadi & Eduardo Yoshio Nakano & António Raposo & Raquel Braz Assunção Botelho, 2021. "Green Restaurants ASSessment (GRASS): A Tool for Evaluation and Classification of Restaurants Considering Sustainability Indicators," Sustainability, MDPI, vol. 13(19), pages 1-12, September.
    10. Ha-Won Jang & Soo-Bum Lee, 2020. "Serving Robots: Management and Applications for Restaurant Business Sustainability," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    11. Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    12. Tao Zhang & Junyu Chen & Baoliang Hu, 2019. "Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    13. Yen-Cheng Chen & Hsiang-Chun Lin, 2020. "Exploring Effective Sensory Experience in the Environmental Design of Sustainable Cafés," IJERPH, MDPI, vol. 17(23), pages 1-16, December.
    14. Joanna Trafialek & Ewa Czarniecka-Skubina & Jurgita Kulaitiené & Nijolė Vaitkevičienė, 2019. "Restaurant’s Multidimensional Evaluation Concerning Food Quality, Service, and Sustainable Practices: A Cross-National Case Study of Poland and Lithuania," Sustainability, MDPI, vol. 12(1), pages 1-21, December.

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