Predicting Consumers' Attitudes and Behaviors Toward Green Practices and Perceived Ecological Image of a Green Restaurant

Anni Rahimah; Eliana Sandy Yuliaji

Article Details

Predicting Consumers' Attitudes and Behaviors Toward Green Practices and Perceived Ecological Image of a Green Restaurant

Authors:

Anni Rahimah | Eliana Sandy Yuliaji

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 11, pp.115-140

Document Type:

Article

Publication Date:

5/2024

Document Language:

English

Document ID (Org No.):

2001512927

pISSN:

2518-668X

Keywords:

Abstract:

 The increasing awareness of environmental concerns and the demand for sustainable practices have sparked the adoption of green initiatives across various industries, including the restaurant sector. As consumers become more conscious of their ecological impact, there is a growing interest in comprehending how these green practices influence customers’ ecological behavior. This study focuses on investigating the relationship between green practices implemented by restaurants, perceived ecological image, and customers’ ecological behavior, with a particular emphasis on the case of KFC Malang Town Square. By examining the potential mediating role of attitude, the research sheds light on the underlying mechanisms driving pro-environmental behavior. Through the distribution of questionnaires to 100 KFC Malang Town Square consumers and subsequent analysis using structural equation modeling, the study confirms that green practices positively impact perceived ecological image, which affects customers’ attitudes and behavioral intentions toward the environment. These findings hold practical implications for promoting sustainability in the restaurant industry and offer valuable insights for future research in fostering pro-environmental practices. Moreover, this research contributes to the literature by exploring the interplay between green practices, perceived ecological image, attitude, and ecological behavioral intention within the unique context of the restaurant industry, with a focus on the specific setting of KFC Malang Town Square and the examination of attitude as a mediating factor.

Article Details

Predicting Consumers' Attitudes and Behaviors Toward Green Practices and Perceived Ecological Image of a Green Restaurant

Authors:

Anni Rahimah | Eliana Sandy Yuliaji

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 11, pp.115-140

Document Type:

Article

Publication Date:

5/2024

Document Language:

English

Document ID (Org No.):

2001512927

pISSN:

2518-668X

theory of green purchasing behavior

recycling

energy-saving

organic menus

eco-friendly cutlery and packaging

Issues

Article Details

Predicting Consumers' Attitudes and Behaviors Toward Green Practices and Perceived Ecological Image of a Green Restaurant

Authors: Anni Rahimah | Eliana Sandy Yuliaji

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.9 Issue 11, pp.115-140

Document Type: Article

Publication Date: 5/2024

Document Language: English

Document ID (Org No.): 2001512927

pISSN: 2518-668X

theory of green purchasing behavior

recycling

energy-saving

organic menus

eco-friendly cutlery and packaging

Issues

Authors:

Anni Rahimah | Eliana Sandy Yuliaji

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 11, pp.115-140

Document Type:

Article

Publication Date:

5/2024

Document Language:

English

Document ID (Org No.):

2001512927

pISSN:

2518-668X