What Drives Green Restaurant Patronage Intention?

Abstract

The trends of corporate social responsibility and sustainability drive many firms to adopt green marketingpractices through the development of products and services targeted to meet the demand of environmentallyconscious consumers. Green movement enables firms to gain competitive advantages, improve ecologicalperformance, reduce operational costs, and enhance corporate image. However, the pressure to adoptenvironmental management practices in the food service sector is insignificant compared to the manufacturingsector in Malaysia. This disparity is evident despite of the fast growing number of restaurants and widespreadhabit of eating out, which bring with it an increasingly detrimental environmental impact. Currently, there islimited existing research on the demand for green practices within the food service sector from the consumers’perspectives in Malaysia. This paper reviews the conceptual and empirical literatures and proposes a conceptualframework to examine how attitudes and pro-environmental behaviours influence consumers’ intention towardspatronising green restaurants. In addition, the theoretical and practical implications are also put forward.