Beta
95536

The Effects of Green Marketing and Green Corporate Social Responsibility on Customers’ Willingness to Patronize a Casual Dining Restaurant

Article

Last updated: 26 Dec 2024

Subjects

-

Tags

-

Abstract

Despite the growing interest in green initiatives in the hospitality literature, few studies have investigated customers' perceptions regarding green practices in restaurants, especially in developing countries such as Egypt. The purpose of the current study is to discuss the relationships between green marketing, green corporate social responsibility (GrCSR), customers' ecological behaviours, and customers' intentions to dine at green restaurants. The hypotheses of the current study were tested empirically by employing a self-administered questionnaire as the data-gathering instrument.  A total   of 500 questionnaires were randomly hand distributed to customers who previously dined at a green casual dining restaurant using the convenience sampling method. The structural equation modelling (SEM), independent- sample t test, and one-way independent ANOVA were employed to test the study hypotheses. The results of the current study showed that green marketing had direct and indirect significant effects on customers' intentions to patronize casual dining green restaurants through their ecological behaviours. Demographic characteristics, i.e., gender, age, and income were significantly related to customers' intentions to dine at green restaurants. The findings of the current study provide important practical implications for managers of casual dining restaurants.

DOI

10.21608/ijaf.2017.95536

Keywords

Green marketing, green corporate social responsibility (GrCSR), ecological behaviour, green restaurant

Authors

First Name

Tamer

Last Name

Abbas

MiddleName

-

Affiliation

Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt

Email

-

City

-

Orcid

-

First Name

Faten

Last Name

Hussien

MiddleName

-

Affiliation

Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt

Email

-

City

-

Orcid

-

Volume

3

Article Issue

3

Related Issue

14403

Issue Date

2017-10-01

Receive Date

2020-06-13

Publish Date

2017-10-01

Page Start

137

Page End

157

Print ISSN

2636-4255

Online ISSN

2636-4263

Link

https://ijaf.journals.ekb.eg/article_95536.html

Detail API

https://ijaf.journals.ekb.eg/service?article_code=95536

Order

6

Type

Original Article

Type Code

1,319

Publication Type

Journal

Publication Title

International Academic Journal Faculty of Tourism and Hotel Management

Publication Link

https://ijaf.journals.ekb.eg/

MainTitle

The Effects of Green Marketing and Green Corporate Social Responsibility on Customers’ Willingness to Patronize a Casual Dining Restaurant

Details

Type

Article

Created At

23 Jan 2023