Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality

Adopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize green perceived quality as sending internal and external cues which help consumers form judgments about product quality and perceived value. B...

Full description

Saved in:
Bibliographic Details
Published inBusiness strategy and the environment Vol. 31; no. 7; pp. 2807 - 2819
Main Authors Riva, Farzana, Magrizos, Solon, Rubel, Mohammad Rabiul Basher, Rizomyliotis, Ioannis
Format Journal Article
LanguageEnglish
Published Chichester Wiley Periodicals Inc 01.11.2022
Subjects
Consumerism
Cues
Customer satisfaction
Customers
Environmental quality
generation Y
green consumerism
green perceived quality
green perceived value
Loyalty
restaurant
Restaurants
revisit intention
Sustainable consumption
Value
Online AccessGet full text

Cover

More Information
Summary:Adopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize green perceived quality as sending internal and external cues which help consumers form judgments about product quality and perceived value. Based on a survey of 280 restaurant customers, we hypothesize and report a positive and significant influence of both green consumerism and green perceived value on customer revisit intention. Further, the results confirm the moderating role of green perceived quality. From a practical point of view, managers interested in benefiting from the green practices of their restaurants should focus on increasing their customers' evaluation and overall judgment of the environmental quality of both their food and services.
ISSN:0964-4733
1099-0836
DOI:10.1002/bse.3048