What Drives Green Restaurant Patronage Intention?

The trends of corporate social responsibility and sustainability drive many firms to adopt green marketing practices through the development of products and services targeted to meet the demand of environmentally conscious consumers. Green movement enables firms to gain competitive advantages, improve ecological performance, reduce operational costs, and enhance corporate image. However, the pressure to adopt environmental management practices in the food service sector is insignificant compared to the manufacturing sector in Malaysia. This disparity is evident despite of the fast growing number of restaurants and widespread habit of eating out, which bring with it an increasingly detrimental environmental impact. Currently, there is limited existing research on the demand for green practices within the food service sector from the consumers’ perspectives in Malaysia. This paper reviews the conceptual and empirical literatures and proposes a conceptual framework to examine how attitudes and pro-environmental behaviours influence consumers’ intention towards patronising green restaurants. In addition, the theoretical and practical implications are also put forward.