Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality
Authors: Rizomyliotis, Ioannis 
Magrizos, Solon 
Rubel, Mohammad Rabiul Basher 
Riva, Farzana 
Issue Date: 1-Nov-2022
Journal: Business Strategy and the Environment 
Volume: 31
Issue: 7
Keywords: Generation Y, Green consumerism, Green perceived quality, Green perceived value, Restaurant, Revisit intention, Sustainable consumption
Abstract: 
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: 1099-0836
0964-4733
DOI: 10.1002/bse.3048
URI: https://uniwacris.uniwa.gr/handle/3000/1622
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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