Impact of Sustainability Attributes of Menu Labels on Restaurant Green Image and Customer Attitudes

This study investigated the impact of restaurant sustainability menu labels on restaurant green image and customer attitude by comparing three restaurant sustainability attributes. An analysis of covariance (ANCOVA) and a simple linear regression analysis were employed to test the hypotheses. The results suggested that the three restaurant sustainability attributes, food-focused, environment-focused, and administration-focused attributes, significantly affect restaurant green image. An interaction effect suggests that food-focused sustainability attribute significantly affects restaurant green image only when environment-focused attributes are absent. The findings provide strategies for the efficient allocation and effective execution of limited resources in implementing sustainability activities.

• Publication year

  2023

• Venue

  Journal of Marketing Development and Competitiveness

• Publication date

  2023-12-28

• Fields of study

  Not labeled

• Identifiers
  DOI 10.33423/jmdc.v17i4.6646
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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