| Title | 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 |
|---|---|
| ID_Doc | 77684 |
| Authors | Mai, KN; Nhan, D; Nguyen, PTM |
| Title | 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 |
| Year | 2023 |
| Published | Sustainability, 15, 5 |
| 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. |
Similar Articles
| ID | Score | Article |
|---|---|---|
77475
|
Amin, S; Tarun, MT Effect of consumption values on customers' green purchase intention: a mediating role of green trust(2021)Social Responsibility Journal, 17, 8 | |
| 66641
|
Le, TBD Environmental change needs behavioral change: Consumer's green purchase behavior in Vietnam(2021) | |
| 73652
|
Nguyen, TL; Doan, NDH; Nguyen, TAT Assessing the determinants that drive green product purchase intention in attempt to enhance enterprise business performance and customer satisfaction(2022)Quality-Access To Success, 23, 191 | |
| 67163
|
Ly, B; Ly, R A quantitative analysis of factors shaping attitudes toward green products among Cambodian public employees(2024)Journal Of Environmental Studies And Sciences, 14, 2 | |
| 66623
|
Zheng, GW; Siddik, A; Masukujjaman, M; Alam, SS; Akter, A Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude(2021)Sustainability, 13, 1 | |
| 70182
|
Chaturvedi, P; Kulshreshtha, K; Tripathi, V; Agnihotri, D Investigating the impact of restaurants' sustainable practices on consumers' satisfaction and revisit intentions: a study on leading green restaurants(2024)Asia-Pacific Journal Of Business Administration, 16, 1 | |
| 66664
|
Aravindan, KL; Ramayah, T; Thavanethen, M; Raman, M; Ilhavenil, N; Annamalah, S; Choong, YV Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value(2023)Sustainability, 15, 4 | |
| 72981
|
Awuni, JA; Du, JG Sustainable Consumption in Chinese Cities: Green Purchasing Intentions of Young Adults Based on the Theory of Consumption Values(2016)Sustainable Development, 24, 2 | |
| 77465
|
Van Tran, AT; Nguyen, NT Organic Food Consumption among Households in Hanoi: Importance of Situational Factors(2021)Sustainability, 13, 22 | |
| 71728
|
Chang, TW; Hung, CZ Sustainable consumption: research on examining the influence of the psychological process of consumer green purchase intention by using a theoretical model of consumer affective events(2022) |