Abstract
This article introduces a comprehensive model rooted in the theory of planned behaviour (TPB) to clarify how diners form intentions to choose green restaurants. In the initial qualitative phase, four semi-structured focus groups were conducted, revealing that altruism and new beliefs were significant drivers of green restaurant patronage. The model integrates TPB, altruism and belief constructs in the quantitative phase, with findings from 896 British diners highlighting the model's robustness and the pivotal role of altruism. Notably, control beliefs emerge as the key factor influencing the intention to dine at green restaurants in a multiple indicators and multiple causes model. These findings have substantial implications for restaurant owners, offering insights that will help to enhance diners' decision-making and develop effective marketing strategies that will cater to environmentally conscious patrons, ultimately promoting sustainability in the industry.
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