Green attributes of restaurants: Do consumers, owners, and managers think alike?

Abstract

The purpose of this study is twofold: (a) to assess and compare the perceived importance of various green attributes of restaurants among consumers, owners, and managers and (b) to explore if these three stakeholders have different expectations about consumers’ patronage intentions. A series of quantitative analyses, such as a repeated-measures ANOVA, a chi-square, and a one-way MANOVA were performed with 563 usable questionnaires (368 consumers, 115 restaurant managers, and 80 owners). The results reveal that owners and managers generally value green attributes more than consumers. The most valued attributes also vary among the three stakeholders. Additionally, owners and managers, compared to consumers, are more optimistic about consumers’ willingness to make extra efforts to patronize a green restaurant and the degree of extra efforts to which consumers would be committed. Theoretical and practical implications are discussed.