Identification of Antecedents of Consumer's Intentions for Green Restaurants in Post Covid Time

ABSTRACT

Businesses are changing their functional operations through adapting to green practices which has become a need of the hour. With the incorporation of green marketing, beliefs and attitude of consumers are also changing in favor of those companies who consider the environmental issues into their processes. Although green practices are increasingly adopted in the restaurant industry, there is not much research in terms of investigating the attitude of consumers towards dining in green restaurants. The willingness to pay more for green initiatives has also been studied across the globe. Issues like pandemic, global warming and scarcity of resources are adversely affecting growth of the restaurant industry. Green practices are subsequently gaining importance in post covid world. Consumers' preference for health and wellbeing has also grown in post pandemic time. Level of consumer awareness towards adoption of green products is still not very encouraging. Brands have been communicating green benefits to create differentiation and enhance recall value to consumer. In order to create the strong impact of green concept, attitude and awareness of consumers towards accepting green practices need to be thoroughly studied. Present research work is aimed to study consumer awareness towards green products and overall sustainability of environment with respect to restaurant industry. This study presents a framework for measurement of consumer attitude.