Abstract
The purpose of this paper is to identify the factors affecting customers' choice of vegetarian restaurants in Da Nang, Vietnam by surveying 118 people. We modified appropriately through evaluation by Cronbach’s Alpha tool, correlation, regression analysis, EFA exploratory factor analysis, qualitative research, and quantitative research. The results show that four factors of the analysis model affect the intention and behaviour of customers to choose a vegetarian restaurant: (1) Quality of food, (2) Service, (3) Location and (4) Ambience of the restaurant. Since then, the study proposes some implications for restaurant owners to understand their customers' behavioural needs, to successfully market and achieve customers loyalty.
Highlights
Vegetarianism was once thought to be the meal of monks and Buddhists or people with medical conditions that need to follow a strict diet
Young people prefer vegetarian food since it is created from healthy ingredients, they have no fear of eating it every day and no worry about gaining weight
Research on Big social data and customer decision making in vegetarian restaurants (Nilashi et al, 2021); Investigating Consumer Preferences in Choosing Vegetarian Restaurants Using Conjoint Analysis (Cheng et al, 2014); and a study on Understanding Vegetarian Customers (Choi et al, 2021) in conclude gave us the four mains of factors affect to restaurant attributes such as (1) atmosphere, (2) service, (3) food quality, (4) convenience
Summary
Vegetarianism was once thought to be the meal of monks and Buddhists or people with medical conditions that need to follow a strict diet. Besides the vegetarian restaurants for local people, we are proud to introduce a few luxurious and delicious vegetarian restaurants to serve local customers and attract tourists such as Phuc An restaurant (547 Nguyen Tat Thanh), Moc Nhien restaurant (51 Nguyen Tri Phuong), ANs Vegetarian Cuisine (169F Trung Nu Vuong), etc. These restaurants are not necessarily close to areas with temples but tend to be in city centres. The study of factors affecting the choice of vegetarian restaurants will provide the foundation for marketing strategies and development methods for the Food and Beverage industries
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