The Effect of Green Kitchen Practices on Restaurant Choice Intentions

Year 2024, Volume: 4 Issue: 2, 143 - 152, 31.10.2024

Burhan Sevim , Serkan Çalışkan Filiz Okur

Abstract

This study focuses on consumers’ attitudes and behavioral intentions when choosing environmentally friendly restaurants with green kitchen practices (GKP). This is an under-researched area despite the growing green movement. This framework aims to obtain information about consumers’ attitudes and understand whether attitudes, subjective norms, and perceived behavioral control impact individuals’ intention to choose a restaurant. In this context, the studies in the literature were investigated, and a research model was proposed. Face-to-face and online survey methods were applied to measure the perceptions of the variables in the research model. The research sample consists of 428 participants residing in Istanbul, Izmir and Bursa, where GKP are intense. The data obtained from the research were analyzed using structural equation modeling. As a result of the analysis, the model proposed in the study was accepted, and the proposed hypotheses were supported. As a result of the research, in line with the Theory of Planned Behaviour (TPB), it was found that attitude towards behavior (ATB), subjective norm (SN), and perceived behavioral control (PBC) have statistically significant and positive effects on restaurant choice intention. In line with this result, the outputs reached will contribute to academia and the sector.

Keywords

Green Restaurant, Green Kitchen Practices, Sustainability, Green Awareness, Theory of Planned Behaviour

References

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