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US Restaurant Companies' Green Marketing via Company Websites: Impact on Financial Performance

Author

Listed:
  • Sunny Ham

    (Department of Tourism, Kyungwon University, 328 Ungjikwan, Seongnamsi, Korea 461-701)

  • Seoki Lee

    (School of Tourism and Hospitality Management, Temple University, 314 Speakman Hall, 1810 N 13th Street, Philadelphia, PA 19122, USA)

Abstract

This paper investigates green marketing practices in the restaurant industry and relates those practices to financial performance. The official company websites of 53 publicly traded US restaurants were reviewed to identify their green marketing practices and the impact of these practices on their firm's financial performance was then examined. Industry-leading companies such as McDonald's, Burger King, Starbucks and Wendy's appear to be, through their websites, leading communicators of green practices. However, the study's results do not substantiate the stakeholder theory, because insignificant effects on restaurant firms' financial performance accrue from the marketing of green practices through company websites.

Suggested Citation

  • Sunny Ham & Seoki Lee, 2011. "US Restaurant Companies' Green Marketing via Company Websites: Impact on Financial Performance," Tourism Economics, , vol. 17(5), pages 1055-1069, October.
    • Handle: RePEc:sae:toueco:v:17:y:2011:i:5:p:1055-1069
    DOI: 10.5367/te.2011.0066
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    References listed on IDEAS

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    1. Antonio Chamorro & Sergio Rubio & Francisco J. Miranda, 2009. "Characteristics of research on green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 223-239, May.
    2. Ron Bird & Anthony D. Hall & Francesco Momentè & Francesco Reggiani, 2007. "What Corporate Social Responsibility Activities are Valued by the Market?," Journal of Business Ethics, Springer, vol. 76(2), pages 189-206, December.
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    Cited by:

    1. Codruța Adina Băltescu & Nicoleta Andreea Neacșu & Anca Madar & Dana Boșcor & Alexandra Zamfirache, 2022. "Sustainable Development Practices of Restaurants in Romania and Changes during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(7), pages 1-24, March.
    2. Eunhye Park & Junehee Kwon & Bongsug (Kevin) Chae & Sung-Bum Kim, 2021. "What Are the Salient and Memorable Green-Restaurant Attributes? Capturing Customer Perceptions From User-Generated Content," SAGE Open, , vol. 11(3), pages 21582440211, July.
    3. Minos-Athanasios Karyotakis & Nikos Antonopoulos, 2021. "Web Communication: A Content Analysis of Green Hosting Companies," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    4. Thiago José Loçurdo Costa & Reginaldo Fidelis & Luciano Munck & Diogo José Horst & Pedro Paulo De Andrade Junior, 2023. "Using the OKR Method and Fuzzy Logic to Determine the Level of Sustainability in Restaurants," Sustainability, MDPI, vol. 15(7), pages 1-23, March.
    5. Lee, Craig & Hallak, Rob & Sardeshmukh, Shruti R., 2016. "Innovation, entrepreneurship, and restaurant performance: A higher-order structural model," Tourism Management, Elsevier, vol. 53(C), pages 215-228.
    6. Eunhye (Olivia) Park & Bongsug (Kevin) Chae & Junehee Kwon & Woo-Hyuk Kim, 2020. "The Effects of Green Restaurant Attributes on Customer Satisfaction Using the Structural Topic Model on Online Customer Reviews," Sustainability, MDPI, vol. 12(7), pages 1-20, April.
    7. Lee, Craig & Hallak, Rob, 2018. "Investigating the moderating role of education on a structural model of restaurant performance using multi-group PLS-SEM analysis," Journal of Business Research, Elsevier, vol. 88(C), pages 298-305.
    8. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Husna Ara & Jasmine Yeap Ai Leen & Siti Hasnah Hassan, 2019. "GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework," Vision, , vol. 23(2), pages 170-179, June.
    10. Abderahman Rejeb & Alireza Abdollahi & Karim Rejeb & Mohamed M. Mostafa, 2023. "Tracing knowledge evolution flows in scholarly restaurant research: a main path analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2183-2209, June.
    11. Zahid Yousaf & Magdalena Radulescu & Crenguta Ileana Sinisi & Luminita Serbanescu & Loredana Maria Paunescu, 2021. "Harmonization of Green Motives and Green Business Strategies towards Sustainable Development of Hospitality and Tourism Industry: Green Environmental Policies," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    12. Daniel I. Chiciudean & Vanessa P. Shonkwiler & Iulia C. Mureșan & Alina Zaharia & Gabriela O. Chiciudean, 2024. "Exploratory Study of Romanian Generation Z Perceptions of Green Restaurants," Administrative Sciences, MDPI, vol. 14(1), pages 1-19, January.
    13. Skackauskiene Ilona & Vilkaite-Vaitone Neringa, 2019. "Methodological Perspective of Evaluation of Green Marketing Performance," Economics and Business, Sciendo, vol. 33(1), pages 183-191, January.

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