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Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality

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  • Farzana Riva
  • Solon Magrizos
  • Mohammad Rabiul Basher Rubel
  • Ioannis Rizomyliotis

Abstract

Adopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize green perceived quality as sending internal and external cues which help consumers form judgments about product quality and perceived value. Based on a survey of 280 restaurant customers, we hypothesize and report a positive and significant influence of both green consumerism and green perceived value on customer revisit intention. Further, the results confirm the moderating role of green perceived quality. From a practical point of view, managers interested in benefiting from the green practices of their restaurants should focus on increasing their customers' evaluation and overall judgment of the environmental quality of both their food and services.

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  • Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:7:p:2807-2819
    DOI: 10.1002/bse.3048
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    Cited by:

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    2. Prasad Siba Borah & Courage Simon Kofi Dogbe & Nyankomo Marwa, 2024. "Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4530-4546, July.
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    5. Dongwei Yan & Chenke Wang & Tianyi Sun & Decheng Wen, 2024. "The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2175-2194, May.
    6. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    7. Ramazan Eren & Abdullah Uslu & Ayla Aydın, 2023. "The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    8. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    9. Paul Mukucha & Divaries Cosmas Jaravaza & Forbes Makudza, 2022. "Modeling Customer Loyalty Intentions, Food Quality And Demographic Moderators In Subsistence Markets," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(3), pages 40-59, September.
    10. Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    11. Ruiqi Chang & Razib Chandra Chanda & Ali Vafaei-Zadeh & Haniruzila Hanifah & Anderes Gui, 2024. "Assessing Green Practices on Eco-Friendly Hotel Customer Loyalty: A Partial Least Squares Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Hybrid Approach," Sustainability, MDPI, vol. 16(9), pages 1-25, May.
    12. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    13. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Hazem Ahmed Khairy & Yehia Elzek & Nadir Aliane & Mohamed Fathy Agina, 2023. "Perceived Environmental Corporate Social Responsibility Effect on Green Perceived Value and Green Attitude in Hospitality and Tourism Industry: The Mediating Role of Environmental Well-Being," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    15. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    16. Md. Rahat Khan & Sanjoy Kumar Roy, 2023. "Moderating Effect of M-Banking Apps Users' Demographic Variables on the Relationship between the Ease of Use and Brand Trust," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(2), pages 249-265.
    17. Freddy Marilahimbilu Mgiba & Thozama Mxotwa, 2024. "Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 123-135, May.
    18. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.

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