Status : Verified
| Personal Name | Belano, Jethro Ian G. |
|---|---|
| Resource Title | Filipino millennials' perception of green restaurants as determinant of their patronage and loyalty |
| Date Issued | 26 June 2025 |
| Abstract | Consumer consumption has increased over the years, offering economic benefits but also contributing to environmental degradation. As a major consumer of natural resources, the restaurant industry is adapting to rising environmental awareness by adopting green practices such as sourcing organic, sustainable, and locally produced ingredients. Millennials, as a fast- growing and environmentally conscious segment, are key targets for green restaurants. Guided by the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB), this study aimed to identify the qualities of green restaurants that influence millennials’ patronage and loyalty. A convergent mixed-methods approach was employed. Quantitative data were gathered through an online survey using Google Forms, while qualitative insights were obtained from a Focus Group Discussion (FGD) via Zoom. Participants were millennials residing in or familiar with restaurants in Quezon City. Data were analyzed using SPSS for descriptive and canonical correlation analysis, and thematic coding for FGD responses. Findings reveal that while millennials are interested in green dining, their decisions are influenced by price, convenience, and familiarity. Promoting green restaurants requires addressing affordability and accessibility, along with effective marketing and policy support. With collaborative efforts, the green restaurant industry in the Philippines can foster sustainable dining practices and consumer loyalty. |
| Degree Course | Master of Hotel, Restaurant, and Institution Management |
| Language | English |
| Keyword | Green consumerism; Customer loyalty; Sustainable consumption; Consumer behavior—Environmental aspects; Green restaurants |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Category : P - Author wishes to publish the work personally.
Access Permission : Limited Access