Impact of Green Consumerism, Green Perceived Value on Restaurant Revisit Intension: Moderating Role of Perceived Quality

Abstract

This study explores the influences of green consumerism and the green perceived value on green consumers' revisit behavior at environmentally sustainable restaurants, moderated by the green perceived quality. The main goal is to investigate the impact of sustainable practices in hospitality, including eco-friendly operations and delicious local organic food, on customer behavior. Combining the theory of planned behavior and cue utilization theory, the research uses a threshold of the self-administered outcome study to collect data from 350 respondents situated in metropolitan cities of Pakistan. The findings indicate that both green consumerism and green perceived value significantly positively impact revisit intentions. Further, green perceived quality strengthens the relationship between green consumerism and revisits intentions, but it has no effect on the relationship between green perceived value and revisits intentions. The research findings indicate that green consumerism and perceived value have a significant impact on determining customers’ intentions to return to environmentally friendly restaurants. It implies that restaurant managers should concentrate on enhancing the perceived green quality and building customer loyalty. These results have meaningful implications for the hospitality industry, above all in the domain of sustainable practices and consumer behavior and add to the knowledge of sustainable consumption in developing countries.