This paper considers the values and perceptions of diners’ in relation to the concept of sustainability and presents an analysis of impact on their decision- making process when eating out at restaurants. From the literature review it appears that the context of sustainability has evolved gradually throughout human history; however only a few studies have been conducted with regards to diners’ choice towards sustainable restaurants despite recent studies suggesting that more consumers are avoiding goods that leave a large footprint on the environment. The aim of this dissertation is therefore to discuss in critical terms whether a restaurant’s “green” practice impacts on customers’ behavioural intentions and to analyse if consumers’ attitude to dining out has changed towards a more responsible approach in the restaurant environment. A survey of 417 restaurant diners from three casual and three fine dining restaurants within Greater London and seven interviews with relevant industry stakeholders revealed relevant information on the topic under discussion leading to an indication of whether diners really care or not about a restaurant’s sustainable practice; this also included an investigation of whether customers are aware of the environmental issues related to the restaurant industry and if they are concerned about it. Those diners that expressed concern were asked to indicate which environmental issues they are most interested in. Lastly, this research examined the factors that influence consumers towards a more sustainable commitment. A range of recommendations are provided based on the findings from the literature review and primary data. Ultimately, this dissertation offers a basis for future discussion on how the restaurant industry could encourage its diners to take a more responsible approach.
Table of Contents
Chapter 1: Introduction
Chapter 2: Literature Review
2.1 Introduction
2.2 Defining sustainability and its history
2.3 Value and perception of sustainability
2.4 Restaurants impact on the environment and consumer awareness and concern
2.5 Consumers’ attitudes and behavioural choices regarding sustainable restaurants and their influencing factors
2.6 Conclusion
Chapter 3: Methodology
3.1 Introduction
3.2 Research paradigm
3.3 Research methods
3.4 Sampling and data collection
3.5 Ethical consideration
3.6 Limitations
3.7 Reliability and validity
3.8 Conclusion
Chapter 4: Findings
4.1 Introduction
4.2 Value and perception of sustainability
4.3 Restaurants impact on the environment and consumer awareness and concern
4.4 Consumers’ attitudes and behavioural choices regarding sustainable restaurants and their influencing factors
4.5 Conclusion
Chapter 5: Conclusion and Recommendations
5.1 Introduction
5.2 Summary and discussion of findings
5.3 Further research
5.4 Recommendations
Bibliography
Books
Interviews
Journals
Reports
Websites
Others
Research Objectives and Themes
The primary aim of this dissertation is to critically examine the impact of a restaurant’s "green" practices on customer behavioural intentions and to determine if consumer attitudes toward dining out have shifted toward more sustainable habits. The study investigates whether diners are truly concerned about environmental sustainability in the restaurant sector, identifying key factors that influence their decision-making process.
- Analysis of consumer awareness regarding the environmental footprint of the restaurant industry.
- Evaluation of diner values, perceptions, and attitudes toward sustainable restaurant practices.
- Investigation into the influence of education, cultural factors, and personal motivation on sustainable consumption.
- Assessment of the "value-action gap" regarding consumer willingness to pay for or prioritise sustainable dining.
Excerpt from the Book
2.4 Restaurants impact on the environment and consumer awareness and concern.
The restaurant industry is part of one of the largest sectors in the UK: Hospitality and Tourism. In 2011 the sector contributed £40.6 billion gross value added (GVA) to the British economy and employed one in every 14 occupations (People 1st, 2013). As per 2011 the restaurant industry employed 709,700 people and it generated approximately a gross added value (GVA) of £12.061 million (People 1st, 2013). Drew (2014) indicates that the UK restaurant sector will increasingly boost the economy in years to come; this is proven by the fact that people eat out more than before, as it’s part of their lifestyle. Although the restaurant sector has a positive impact on the UK economy and it offers jobs to thousands of people, there is considerable proof to indicate that the restaurant industry has alarming impacts on the planet. Interestingly, there is no evidence that contradicts this assertion. A significant number of studies have been included in this section to demonstrate its negative effects on the environment.
Reeves et al. (2011) showed that 40% of the food consumed in the UK is within restaurants rather than at home. This increase in dining out comes in spite of the economic downturn. These high eating out rates indicate that the restaurant industry contributes to the deterioration of nature, as more restaurants are built. Equally, Chou et al. (2012) and Kasim (2009) reported that the restaurant industry is an important contributor of environmental issues such as deterioration, natural disasters and global warming. Current studies have proven that restaurant businesses in general use huge quantities of reserves such as water, electricity and gas (Wang et al., 2013; Hu et al., 2010; Schubert et al., 2010). Previous research conducted by Hu et al. (2010) reveal that the restaurant sector is one of the least environmentally friendly industries on the planet. The Pacific Gas & Electric’s Food Service Technology Centre (FSTC) also suggest that restaurants are the planet's biggest energy consumer in the trade sector, of which only 20% is not wasted in useless food production and storages.
Summary of Chapters
Chapter 1: Introduction: This chapter provides the background to the dissertation, defining its aim and research objectives, and outlines the structure of the subsequent chapters.
Chapter 2: Literature Review: This section conducts a critical analysis of existing theories regarding sustainability, its history, and the environmental impacts specific to the restaurant sector.
Chapter 3: Methodology: This chapter justifies the interpretative research approach, specifically detailing the mixed-methods strategy used to triangulate qualitative and quantitative data.
Chapter 4: Findings: This chapter evaluates the primary data gathered from questionnaires and interviews, contrasting these findings with the secondary literature review.
Chapter 5: Conclusion and Recommendations: This concluding chapter synthesises the research findings and proposes recommendations for the industry to better encourage sustainable consumer behaviour.
Keywords
Sustainability, Restaurant Industry, Green Practice, Consumer Behaviour, Environmental Awareness, Food Waste, Sustainable Sourcing, Hospitality Management, Consumer Perception, Eco-friendly, Carbon Footprint, Mixed Methods, Value for Money, Ethical Consumption, Climate Change.
Frequently Asked Questions
What is the core focus of this dissertation?
This research focuses on whether diners are genuinely concerned about sustainability in restaurants and if these concerns influence their decision-making and behavioural intentions when dining out.
What are the primary themes discussed in the paper?
The study covers the definitions and evolution of sustainability, the environmental impact of restaurants (e.g., energy and food waste), consumer awareness, and the factors that influence sustainable choices.
What is the primary research question?
The research asks: Do consumers really care about a restaurant’s sustainable practice, and has their attitude toward dining out changed toward a more responsible approach?
Which scientific methodology was employed?
The researcher used an interpretative research paradigm with a mixed-methods approach, combining 417 online consumer questionnaires with seven in-depth industry stakeholder interviews.
What is covered in the main body of the work?
The body includes a critical review of literature (theory), an explanation of the methodology (sampling and data collection), a findings chapter presenting primary data, and a final conclusion with strategic recommendations.
Which keywords define this research?
The work is defined by terms such as sustainability, restaurant industry, consumer behaviour, green practice, environmental awareness, and food waste management.
How did the findings reflect the "value-action gap"?
The findings showed that while many consumers express concern about the environment, their actual behaviour is often still driven by traditional factors like price and convenience, confirming a gap between stated values and actions.
What specific environmental issues are consumers most concerned about?
According to the survey data, consumers prioritised recycling and waste management, followed by responsible sourcing and concerns regarding food origin and quality.
Why did the researcher choose an interpretative approach?
An interpretative approach was chosen because it allows for a deeper understanding of human perceptions, motivations, and the complexity of consumer behaviour, which quantitative positivist methods might overlook.
What is the researcher's final recommendation for restaurants?
The author recommends that restaurants communicate their sustainability efforts more effectively through marketing, staff training, and social media, as diners are increasingly interested in understanding how their dining choices impact the planet.
- Arbeit zitieren
- Laura Favretto (Autor:in), 2014, The Responsible Diner. Do Consumers really care about a restaurant's sustainable practice?, München, GRIN Verlag, https://www.grin.com/document/282494
