Publication Date
2024
Executive Summary
The restaurant industry is characterized by excessive waste and resource consumption, and it faces a pressing need to adopt environmental sustainability practices (ESPs). This research aims to explore the sequential relationship from ESPs to brand attachment (BA) to pro-environmental behaviors while examining the enhancing role of locally-owned restaurants in strengthening these relationships. The survey used a scenario-based survey of U.S. diners and collected data about waste reduction, recycling, minimum water usage, energy conservation, brand attachment, restaurant ownership (local/chain), pro-environmental patronage behavior, and pro-environmental stewardship behavior, using a seven-point Likert Scale. This study aims to advance our understanding of the potential mediating role of BA in the relationship between ESPs and pro-environmental behaviors. Additionally, it intends to shed light on the significance of ESPs, particularly within locally-owned restaurants. Restaurants can potentially employ the study's anticipated findings to encourage specific consumer behaviors, including feedback, compassion, empathy, and loyalty, to foster a sustainable and prosperous future.
Recommended Citation
Hossin, Md Zaker and Chung, Yeasun K.
(2024)
"Dine Green, Be Kind: Local vs. Chain Restaurants in Sustainability, Brand Attachment, and Pro-social Behaviors,"
ICHRIE Research Reports: Vol. 9:
Iss.
1, Article 3.
Available at:
https://via.library.depaul.edu/ichrie_rr/vol9/iss1/3
