Analyzing Consumers' Restaurant Preferences and Their Intentions Towards Environmentally Friendly Practices

Abstract

Today, many environmentally friendly practices are being developed to minimize the negative impacts of humans on the natural environment. Countries, organizations, and institutions place a high value on environmental sustainability to protect natural resources and improve human quality of life. This study aims to determine the effects of individuals' restaurant preferences in Izmir on their intentions toward environmentally friendly practices. The survey technique was utilized to obtain the data. As a result of the survey conducted in Izmir, data were obtained from 466 participants. The hypotheses determined with the SPSS program were tested. In addition to regression analysis for testing the hypotheses, descriptive analysis was used to reveal the demographic information of the participants. As a result of the study, it was found that participants' perceptions of food quality, local flavors, and environmentally friendly practices have a positive effect on their willingness to pay more for environmentally friendly practices. In addition, participants' perceptions of service quality, price, portion size, and restaurant appearance have a negative effect on their willingness to pay more for environmentally friendly practices.