Tunc, Ezgi and Dogru Dastan, Humeyra ORCID: https://orcid.org/0000-0002-3595-1274 (2024) Consumption values affecting purchase intention for Green restaurants. In: ATLAS Annual Conference 2024, 25th - 28th June 2024, Breda, Netherlands. (Unpublished)

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Abstract

Over the last five years, consumer purchase behaviour and purchasing decisions worldwide have shifted towards buying more sustainable products (Statista.com, 2023). In 2022, 49% of consumers globally say that in the last 12 months they have paid a premium for products labelled as sustainable or socially responsible (IBM, 2022). Accordingly, the hospitality industry has also recognized how important it is for guests to act green and is placing increasing emphasis on sustainable practices for their operations (Han et. al, 2020; Han, 2020).
A significant deficiency in the existing body of studies pertains to the lack of attention paid to the factors that influence diners' decisions to choose green restaurants (Hwang and Lee, 2019). While previous research (Han, 2020; Kim & Hall, 2020) examined the influence of customer values on green purchasing behaviour from the standpoint of consumption value theory, the moderating role of social values on the relationship between consumption values and green consumption has not been addressed before. Therefore, this study aims to investigate the impact of consumer consumption values on the consumers’ purchase intention for environmentally conscious restaurants in the United Kingdom, employing Consumption Value Theory. In order to ascertain their individual and combined influence, this study looks at a variety of consumer values, including social, economic, emotional, epistemic, and conditional values.
We will conduct a quantitative survey to collect data from consumers through social media channels. The online survey will include measurement scales for functional value, emotional value, social value, conditional value, epistemic value, and perceived social image. The survey will begin with a screening question: “"Have you eaten out at any restaurants in London in the last month?" and only the respondents replied “yes” will be able to continue with the survey. The sample of this study include consumers who dined at a restaurant during the past month. Microsoft forms will be utilized to form the questionnaire and SPSS software was used as statistical tools to conduct the analysis. Data will be collected from 250 participants through online channels.
The study findings can bring significant insights for restaurants that are interested in implementing green concepts as well as management of existing restaurants can gain. The former to guarantee more appropriately tailored green practices, and the latter to familiarise themselves with the means of putting green ideas into effect and the key elements to consider. Larger chains' marketing departments would also benefit from this knowledge since it would aid in the development of effective marketing strategies and messages for promotional purposes by understanding the factors that influence consumers' buying intentions.

Item Type:	Conference or Conference Paper (Speech)
Uncontrolled Keywords:	consumption values, sustainable consumption, Green restaurants, social image
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Greenwich Business School Greenwich Business School > School of Management and Marketing
Last Modified:	18 Feb 2025 10:22
URI:	http://gala.gre.ac.uk/id/eprint/45996

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