How Green Restaurant Sustainable Practices Affect Consumer Buying Intention in Pakistan: The Mediatory Role of Hedonic and Utilitarian Value

The purpose of this study is to examine how Green Restaurant Sustainable Practices including 1. sustainable food practices (FSP), food quality perception (FQ), food safety perception (FS), and environmental sensitivity (ES) influence consumer behavior, specifically including 1. revisit intentions (CRI), preferences (CP), and willingness to pay more for sustainable food (WTPM). We proposed that these effects are mediated by 1. hedonic (HV) and utilitarian values (UV). Design/Methodology/Approach: A mixed-method approach was used, combining online surveys and in-person interviews to gather data from experienced sustainable food consumers. This dual method helped capture both quantitative and qualitative insights into consumer perceptions and intentions. Findings: Consumers prioritize food quality and are willing to pay more for it. Sustainable practices and environmental sensitivity significantly increase revisit intentions and preferences. Hedonic value mediates the relationship between sustainable practices/food quality and consumer intention. Utilitarian value primarily mediates the effect of environmental sensitivity on consumer behavior. Practical Implications: The study suggests that businesses in the food industry, particularly in emerging markets like Pakistan, can gain a competitive advantage by incorporating sustainable practices. Doing so not only attracts environmentally conscious consumers but also boosts customer loyalty and profitability. Originality/Value: This paper contributes to the growing literature on sustainable consumption in the food industry, with a specific focus on emerging markets in Pakistan. It uniquely incorporates hedonic and utilitarian values as mediators in understanding green consumer behavior