Journal
BUSINESS STRATEGY AND THE ENVIRONMENT
Volume 31, Issue 7, Pages 2807-2819Publisher
WILEY
DOI: 10.1002/bse.3048
Keywords
generation Y; green consumerism; green perceived quality; green perceived value; restaurant; revisit intention; sustainable consumption
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Adopting green practices does not guarantee customer retention and loyalty, but green consumerism and green perceived value have a positive influence on customer revisit intention. The moderating role of green perceived quality is confirmed.
Adopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize green perceived quality as sending internal and external cues which help consumers form judgments about product quality and perceived value. Based on a survey of 280 restaurant customers, we hypothesize and report a positive and significant influence of both green consumerism and green perceived value on customer revisit intention. Further, the results confirm the moderating role of green perceived quality. From a practical point of view, managers interested in benefiting from the green practices of their restaurants should focus on increasing their customers' evaluation and overall judgment of the environmental quality of both their food and services.
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