Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns
Abstract Attracting diner participation in sustainable restaurant practices, such as waste reduction, are highly significant for the environment and in reducing the carbon footprint of food consumption. However, there are concerns as to whether the adoption of sustainable practices in restaurant settings is favored by consumers. To examine such issues we aim to identify, by applying value theory, whether sustainable restaurant practices increase diner loyalty. To do this, this research develops and tests an integrated theoretical model on relationships between sustainable restaurant practices, consumer values (hedonic and utilitarian) environmental concern, and diner behavior. Results reveal that sustainable restaurant practices as a second order construct of food sustainability and waste reduction influence hedonic/utilitarian values. Sustainable restaurant practices also positively influence diner behavior as a second order construct of participation in waste reduction practices and loyalty to sustainable restaurants. Diner behavior is affected by hedonic/utilitarian values on waste reduction, which are moderated by environmental concern.