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The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants

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  • Yi Shan Yu

    (School of Economics, Huazhong University of Science & Technology, Wuhan 430074, China)

  • Min Luo

    (School of Intellectual Property, Nanjing University of Science & Technology, Nanjing 210094, China)

  • Dong Hong Zhu

    (School of Management, Huazhong University of Science & Technology, Wuhan 430074, China)

Abstract

Green consumption has become increasingly popular. More and more green restaurants are entering the market. The development of mobile Internet and the application of location-based services leads customers to easily visit several restaurants before making choice. Retaining a visiting customer is very important to green restaurants in the mobile Internet era. This paper develops a theoretical model to explore how the food-related, service-related and ambiance-related attributes of green restaurants influence the confirmation of expectations regarding restaurant quality and subsequent patronage intentions of visiting consumers in the context of location-based recommendations. The theoretical model is tested using the partial least squares method. The results show that the confirmation of expectations of food quality is determined by food presentation, variety and freshness; the confirmation of expectations of service quality is determined by employees and service; and the confirmation of expectations of ambiance quality is determined by cleanliness, design and décor, in terms of a positive effect on the patronage intention of visiting consumers of green restaurants making use of location-based recommendations. Finally, theoretical and practical implications are discussed.

Suggested Citation

  • Yi Shan Yu & Min Luo & Dong Hong Zhu, 2018. "The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants," Sustainability, MDPI, vol. 10(4), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:1187-:d:141124
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    References listed on IDEAS

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    1. Jun-Zhi Chiu & Chao-Chen Hsieh, 2016. "The Impact of Restaurants’ Green Supply Chain Practices on Firm Performance," Sustainability, MDPI, vol. 8(1), pages 1-14, January.
    2. Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.
    3. David Gaker & Joan L. Walker, 2013. "Revealing the Value of “Green” and the Small Group with a Big Heart in Transportation Mode Choice," Sustainability, MDPI, vol. 5(7), pages 1-15, July.
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    11. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
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