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Empirical Study of Green Practices Fostering Customers’ Willingness to Consume via Customer Behaviors: The Case of Green Restaurants in Ho Chi Minh City of Vietnam

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  • Khuong Ngoc Mai

    (School of Business, International University—Vietnam National University Ho Chi Minh City (VNU-HCM), Linh Trung Ward, Thu Duc District, Ho Chi Minh City 700000, Vietnam)

  • Do Hanh Nhan

    (School of Business, International University—Vietnam National University Ho Chi Minh City (VNU-HCM), Linh Trung Ward, Thu Duc District, Ho Chi Minh City 700000, Vietnam)

  • Phuong Thi Minh Nguyen

    (Department of Tourism, Hong Bang International University, 215 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City 700000, Vietnam)

Abstract

The COVID-19 pandemic has caused the population to change their consumption behavior and habits to a green living style to protect the environment. The aim of this study was to explore the theory of planned behavior (TPB) model to identify the effect of green practices on willingness to consume through customers’ emotional attachment, attitudes, and satisfaction towards eco-friendly restaurants. We used a quantitative method with a self-administrated questionnaire and convenience sampling at eco-friendly restaurants in Ho Chi Minh City, Vietnam. Using a partial least square (PLS) structural equation model (SEM), we analyzed 1095 samples. The results of this study reveal that green practices significantly and positively affect customers’ emotional attachment, satisfaction, and attitudes, but eco-friendliness did not have an effect on customers’ emotional attachment. Moreover, the customers’ satisfaction, attitudes, and emotional attachment were shown to significantly and positively affect their willingness to consume, as well as to pay 5 percent more for green products. Additionally, a mediating effect of emotional attachment, satisfaction, and attitudes was proven. The government needs to prioritize policies and programs to support these restaurants in order to apply sustainable business models and to build a green marketing strategy involving restaurants to protect environmental sustainability.

Suggested Citation

  • Khuong Ngoc Mai & Do Hanh Nhan & Phuong Thi Minh Nguyen, 2023. "Empirical Study of Green Practices Fostering Customers’ Willingness to Consume via Customer Behaviors: The Case of Green Restaurants in Ho Chi Minh City of Vietnam," Sustainability, MDPI, vol. 15(5), pages 1-27, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4263-:d:1082443
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    2. Ahmed Hassan Abdou & Thowayeb H. Hassan & Amany E. Salem, 2023. "Promoting Sustainable Food Practices in Food Service Industry: An Empirical Investigation on Saudi Arabian Restaurants," Sustainability, MDPI, vol. 15(16), pages 1-22, August.

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