Exploring Consumer Perspectives on Sustainable Practices in Restaurants: A Case Study of Invercargill
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Authors
Bhati, Deepika
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024-07
Supervisors
Kumar, Vijay
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Eco-friendly
Sustainable
Waste reduction
Willingness to pay
Sustainable
Waste reduction
Willingness to pay
ANZSRC Field of Research Code (2020)
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Abstract
This study explores Consumer Perspectives on Sustainable Practices in Restaurants. The research explores consumers’ perceptions of eco-friendly initiatives in restaurants in Invercargill. This study focuses on four main objectives. First, the study assesses how eco-friendly initiatives impact consumers' perceptions of restaurants. Second, this study evaluates the effect of eco-friendly practices on consumers' willingness to pay a premium for dining out. Third, this study explores which specific eco-friendly measures are most influential in shaping consumer behaviour towards restaurants. Fourth, this study identifies key factors that mediate the relationship between eco-friendly practices in restaurants and consumers' willingness to pay more.
This study uses interpretive philosophy and adopts an exploratory research approach. To gather the qualitative data, ten participants from Invercargill were interviewed. Thematic analysis was used to analyse the data.
Key findings highlight that sustainable practices have a very positive impact on consumers. They are even willing to pay extra to contribute to environmental efforts and support sustainable restaurants. Sustainable sourcing, waste reduction, sustainable packaging, and plant-based menus were the most factors that influence consumers. These findings contribute to a deeper understanding of how consumers in Invercargill perceive the restaurants that have implemented sustainable, eco-friendly practices.
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CC BY-NC Attribution-NonCommercial 4.0 International