Exploring healthy green practices that influence customers' green engagement value in restaurants

Bibliographic Data

ID13917557
AuthorsFuqiang Tan (0000-0002-0194-958X, Huainan Normal University, corresponding author), Dongjuan Lyu (City University of Macau)
Year2025
Volume53
Issue6
Pages1-8
Publication date2025-06-04
Open AccessYes
TypeARTICLE
VenueSocial Behavior and Personality An International Journal (JOURNAL)
Journal identifiersISSN: 0301-2212 • E-ISSN: 1179-6391
PublisherScientific Journal Publishers Limited (PUBLISHER)
DOI10.2224/sbp.13261
OpenAlexW4411395984
LanguageEN
Citations received1
References cited22

Since research on customer participation value in green enterprise environments is still in its infancy, we explored how this value is generated in the catering industry, focusing on environment-related factors such as healthy green practices and customer feelings for a brand. Participants were customers of a restaurant in Taiwan called Wang Steak, which is noted for its green activities. We used convenience sampling and collected 412 valid survey responses for analysis. The results showed that healthy green practices had a positive association with green brand liking, which, in turn, had a positive association with customer green participation value. Furthermore, green brand liking played a mediating role in the relationship between healthy green practices and customer green participation value. Owners, managers, and staff at restaurants should engage in healthy green practices to provide pleasant experiences for customers

Advertising · Business · Customer value · Economics · Feeling · Value (mathematics · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Environmental Sustainability in Business · Psychology · Social Psychology · Marketing

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