Towards Eco-Friendly Environment - Influential Factors of Attitude towards Eco-Friendly Dining

Abstract

Restaurants and dining industry is an important sector in Far East Russia, especially with the dining habits of citizens. If emerged with the fact that restaurants are one of the highest sectors in harming the environment, the eco-friendly dining behavior of customers and food providers becomes essential to protect the environment. The study aims to measure the antecedents of consumers’ intention and actual behavior in choosing restaurants and foods based on eco-friendly consideration in Russia Far East. The most common theories that were used to explore consumers’ evaluation of the sustainable restaurant concept include the theory of planned behavior, stakeholder theory, theory of social identity, and theory of self-congruity. The proposed model for this study includes attitude that depends on environmental beliefs, outcome evaluation, environmental awareness, health awareness, self-identity, social identity, attitude towards eco-friendly products. The population for this research is all the residents who live in the Russian Far East. According to the official Russian statistics, there are around 8.4 million people living in the Russian Far East, distributed among different age groups and the targeted sample size is 385. Data obtained from the survey is analyzed by using the software Statistical Package for the Social Sciences (SPSS 25) and SmartPLS 2.0.