The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants

• Main Authors: Yi Shan Yu, Min Luo, Dong Hong Zhu
• Format: Article
• Language: English
• Published: MDPI AG 2018-04-01
• Series: Sustainability
• Subjects: green restaurant; quality; patronage intention; location-based recommendations
• Online Access: http://www.mdpi.com/2071-1050/10/4/1187

Green consumption has become increasingly popular. More and more green restaurants are entering the market. The development of mobile Internet and the application of location-based services leads customers to easily visit several restaurants before making choice. Retaining a visiting customer is very important to green restaurants in the mobile Internet era. This paper develops a theoretical model to explore how the food-related, service-related and ambiance-related attributes of green restaurants influence the confirmation of expectations regarding restaurant quality and subsequent patronage intentions of visiting consumers in the context of location-based recommendations. The theoretical model is tested using the partial least squares method. The results show that the confirmation of expectations of food quality is determined by food presentation, variety and freshness; the confirmation of expectations of service quality is determined by employees and service; and the confirmation of expectations of ambiance quality is determined by cleanliness, design and décor, in terms of a positive effect on the patronage intention of visiting consumers of green restaurants making use of location-based recommendations. Finally, theoretical and practical implications are discussed.