Abstract
This study aims to examine the relationship between customers’ perceived green practices, perceived green image, and attitudes of a canteen, as well as identify the key green practices that influence customers’ perceptions of a canteen’s green image. The model used for this study was adopted from Namkung & Jang (2013). The respondents were 200 people consisting of university employees, lecturers, and students. Data were analyzed using Structural Equation Model (SEM). The results suggested that the perception of green practices affects customers’ perceived green image of a canteen which in turn influences customers’ attitudes towards a canteen. Secondly, the study identified recyclable take-out containers, recycling waste, and energy-efficient lighting as the key green practices that contribute to the formation of customers’ perceptions of a canteen’s green image. Finally, the paper includes a theoretical model and offers practical guidelines for effective green marketing management in Keluwih canteen management.
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