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Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants

Author

Listed:
  • Seretny Marek

    (American University in the Emirates, College of Business Administration, Dubai, UNITED ARAB EMIRATES)

  • Gaur Deepika

    (AL DAR University College, Dubai, UNITED ARAB EMIRATES)

  • Sobczyk Katarzyna

    (Bareburger, Dubai, UNITED ARAB EMIRATES)

  • Kaabour Maya

    (American University in the Emirates, graduating student of Marketing Specialization, Dubai, UNITED ARAB EMIRATES)

Abstract

This paper presents research conducted in the United Arab Emirates with the management of Bareburger, the chain of sustainable restaurants, as well as among its clients. In our project, we are interested in the relation between the offer of sustainability and the culture of conscious consumption. The opinions of industry experts and customers collected in an interview session are analyzed to derive the answer to the research questions. The research focuses on finding the possibility of changing the mindset and habits of consumers and creating an impact on consumer behavior by offering a responsible and sustainable nutrition model. An experiment was conducted to analyze the effect of sustainable restaurants on consumer culture in terms of cultivating healthy food habits. In our case study, we analyze Bareburger, a healthier fast-food chain that originated in the United States, which took the concept of sustainability to a completely new level, from ideation to implementation. Observing this process, we checked whether the unhealthy eating habits that we observe in the Middle East can be changed through the carefully composed model of a responsible restaurant.

Suggested Citation

  • Seretny Marek & Gaur Deepika & Sobczyk Katarzyna & Kaabour Maya, 2021. "Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants," Foundations of Management, Sciendo, vol. 13(1), pages 49-56, January.
    • Handle: RePEc:vrs:founma:v:13:y:2021:i:1:p:49-56:n:1
    DOI: 10.2478/fman-2021-0004
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    References listed on IDEAS

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    1. Kubacki, Krzysztof & Rundle-Thiele, Sharyn & Pang, Bo & Buyucek, Nuray, 2015. "Minimizing alcohol harm: A systematic social marketing review (2000–2014)," Journal of Business Research, Elsevier, vol. 68(10), pages 2214-2222.
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    3. Nikolett Nemeth & Ildiko Rudnak & Prespa Ymeri & Csaba Fogarassy, 2019. "The Role of Cultural Factors in Sustainable Food Consumption—An Investigation of the Consumption Habits among International Students in Hungary," Sustainability, MDPI, vol. 11(11), pages 1-27, May.
    4. Björn Hedin & Cecilia Katzeff & Elina Eriksson & Daniel Pargman, 2019. "A Systematic Review of Digital Behaviour Change Interventions for More Sustainable Food Consumption," Sustainability, MDPI, vol. 11(9), pages 1-23, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sustainable lifestyle; mindset; conscious consumption; organic; health-conscious consumers; sustainable marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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