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Green Restaurants

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Leonice Lee

on 5 September 2013

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Transcript of Green Restaurants

Exploring Consumer Perceptions of Green Restaurants in the US
What is a Green Restaurant?
Being Environmentally-Friendly
CSR and 'Green' Practices
Purchasing energy saving equipment

Reducing & Recycling Waste

Purchasing locally produced materials

Engaging in environmental protection programs

Paying to offset a business' carbon emissions
Discussion and Conclusion
Consumer Attitudes towards 'Green' Restaurants
Research of benefits of 'Green' practices is limited

'Green' practices can lead to:
Strengthened customer relations
Increased harmony with community
Methodology
Do customers believe it is good that restaurants engage in 'Green' practices?
'Green' Environmental

'Green' Health

'Green' Social
Which of the three 'Green' practices is perceived as most important by restaurant customers?
How much more are customers willing to pay to dine at 'Green' restaurants?
New niche for environmentally concerned customers

Long-term sales & profits
Can restaurants use 'Green' practices to attract customers away from 'Non-Green' restaurants?
455 customers

5 casual dining restaurants

Colombus, Ohio
Measures
Original questionnaire

7-Point Likert-Type Scale (1: Strongly Disagree to 7: Strongly Agree)
Data Analysis
References
Journal
Schubert, F; Kandampully, J; Solnet, D; Kralj, A 2010, 'Exploring consumer perceptions of green restaurants in the US', Exploring consumer perceptions of green restaurants in the US, Tourism & Hospitality Research, vol. 10, issue 4, pp. 286, via EBSCOhost

Pictures
Silo by Joost, viewed 1 Sept 2013, <http://byjoost.com/silo/>
Green Restaurant, viewed 29 Aug 2013, <http://karmatrendz.files.wordpress.com/2009/04/restaurant_el_japonez_01.jpg>
CO2, viewed 3 Sept 201, <http://images.china.cn/attachement/jpg/site1007/20111226/001372acd0b510626a6f14.jpg>
Green building, viewed 30 Aug 2013, <http://www.chicken-scratch.ca/greenbuildingseoul.jpg>
QualMark, viewed 1 Sept 2013, <http://www.qualmark.co.nz/>

Videos
Green Restaurants, viewed 31 Aug 2013
Green Restaurant Reactions, viewed 29 Aug 2013
Sample and Procedure
Columbus: 'Normal' Consumer Behaviour
2100 Restaurants
80,000 Employees

5 Casual Dining Restaurants
Different Areas
Heterogenous
Convenience Sampling Procedure
Exploratory Research

4-week period
90% response rate

Total: 455 customers
Silo by Joost
Food Waste 'Dehydrator'
Environmental Impacts of Restaurants
Construction of restaurant facilities that destroy natural environment

Excessive usage of resources

Usage of non-recyclable products and ineffective recycling procedures

Usage of harmful chemicals products

Careless handling of resources and materials

Contribution to carbon emissions
Implications for Practice
Filling niche requires significant communication with customers regarding 'Green' Practices

Customers lack necessary info

'Invisibility' of restaurant's 'Green' Practices

Eco-Certification Schemes: Green Globe 21 / GRA / Qualmark / Rainforest Alliance
Limitations and Implications for Future Research
Convenience Sampling: Limits Generalizability

Columbus is only research location

Casual Dining Customers
CSR
Obeying laws and ethical norms

Treating employees fairly

Protecting the environment

Contributing to charities
Green Practices
'Green' Action

'Green' Foods

'Green Donation
Environmental
Health
Social
3 Categories
4 Dimensions
3 Areas
Green Restaurant Association (GRA)
Energy Usage in a Restaurant
20%
Excess Heat & Noise by:
Inefficient Appliances
Heating
Ventilation & Air Conditioning Systems
Lighting & Refrigeration
Americans: Environmental & Social

Indians: Health
Indian hotels: 15% willing to pay extra
Restaurants (USA and India):
50% willing to pay up to 3% above menu prices

15% willing to pay up to 10% more
Mixed Results: Consumer willingness to pay for green products
Americans were more willing to pay than Indians
'Never Green'
68% 'Light Greens'
12% 'True Greens'
72% chooses Organic over Regular Product
Indian 'Green' Hotels: 22% sought info and made their decisions
Type of 'Green' Consumers
1. Rate the importance of 3 areas of 'Green' Practices, 2 questions each

2. Customers' beliefs & attitudes towards 'Green' Restaurants

Open-ended question: What % are they willing to pay extra?

3. Info: Demographics & Dining Frequency

4. Open-ended comments: Opinions & Attitudes towards 'Green'
How much more are customers willing to pay to dine at 'Green' restaurants?
Do customers believe it is good that restaurants engage in 'Green' practices?
71%: Dining in 'Green' Restaurants helps protect environment
70%: Good for restaurants to protect environment
Male / Female

Age: Above or Below 35 years

Income: Greater or Less than $59,000 / year
Females less than 35 years old: more likely to believe that 'Green' restaurants healthier
Which of the three 'Green' practices is perceived as most important by restaurant customers?
6 examples
2 'Green' Action (Environmental) practices: Most important (5.73)
'Green' Foods: Using organic & locally grown foods (5.00)
'Green' Donation: Least important
Females rated 'Green' Donation more important than Males
Paying fees to reduce ecological footprints:
Males: Negative result (3.76)

35 years old or less & Income less than $59,000 : More Important
Can restaurants use 'Green' practices to attract customers away from 'Non-Green' restaurants?
Majority interested in 'Green' issues

Survey a good way to raise awareness

Confusion about which restaurants are 'Green'
'Green' Restaurants should market themselves
Quality of food more important than being 'Green'
85%: Willing to pay more
20% willing to pay 10% extra or more

Large % believe it is good for restaurants to protect the environment

'Green' Action most important

Majority willing to pay a premium to dine in 'Green' restaurants
'Green Practices: Increased Employee Satisfaction & Commitment -> Better Services & Increased Customer Satisfaction
Locally Sourced Foods: Positive Contribution to Economic Sustainability of Local Community
Positive Financial Benefits
Potential Market Niche
'Green' Action most important
Competitive Edge
Changing Consumer Attitudes
Lack of info to potential customers regarding 'Green' Restaurants
''Green' Challenges for Restaurants

Invisible 'Green' Practices e.g. Recycling / Sustainable Waste Disposal
Cultural Background
Americans more willing to pay for 'Green' products VS Indians
Comparison: Geographic Locations & Different Sectors of Hospitality Industry
Females: 'Green' Donations Practices more important

35 and younger: Organic foods & Reducing ecological footprint of restaurant
Which 'Green' Practice Areas best to use
Focus on engaging in & communicating positive results of 'Green' Action Practices
Don't be afraid to charge a premium for 'Green' Practices
Future Research:

Demographic variables on customer attitudes

Level of Education & Cultural Background

Attitudes do not predict Behaviour: Ajzen's Theory of Planned Behaviour

Attitudes of customers across Locations & Cultures
Green Restaurant Reactions
80%
4 Sections
Leonice Lee
Full transcript