레스토랑의 친환경 경영활동과 외식고객의 지각된 품질, 이미지 및 구매의도와의 관계 연구

Spurred by unprecedented consumer demand for healthy, environmentally friendly products, going green has become the key in gaining an edge over competitors in the restaurant industry. This study identifies key dimensions and related attributes of green practices in restaurants and examines the effects of restaurants’ green practices on consumers' perceived quality, image and behavioral intentions. A total of 113 restaurant customers were participated in this study from October to November in 2011. Factor analysis showed the green practices in restaurants could be understood in terms of five factors: education and communication, recycling, sustainable food, green material/goods,and energy-saving. Multiple regression analysis revealed that the effects of the sustainable food factor on perceived quality were significant. Results showed that sustainable food and green material/goods factor had significant effects on consumer perceptions of brand image. Also, the sustainable food and green material/goods factor had significantly affected consumers' behavioral intentions towards green restaurants. These findings provide restaurant managers with strategies for implementing green initiatives as well as focusing on more sustainable practices. Thus, restaurateurs focusing on environmental efforts need to leverage themselves to obtain a positive position in the niche market and gain a greener corporate image.