Abstract
This study investigated the impact of restaurant sustainability menu labels on restaurant green image and customer attitude by comparing three restaurant sustainability attributes. An analysis of covariance (ANCOVA) and a simple linear regression analysis were employed to test the hypotheses. The results suggested that the three restaurant sustainability attributes, food-focused, environment-focused, and administration-focused attributes, significantly affect restaurant green image. An interaction effect suggests that food-focused sustainability attribute significantly affects restaurant green image only when environment-focused attributes are absent. The findings provide strategies for the efficient allocation and effective execution of limited resources in implementing sustainability activities.
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