The Responsible Diner. Do Consumers really care about a restaurant's sustainable practice?

Bachelor Thesis , 2014 , 114 Pages , Grade: First Class Honours

Business economics - Business Ethics, Corporate Ethics

This paper considers the values and perceptions of diners’ in relation to the concept of sustainability and presents an analysis of impact on their decision- making process when eating out at restaurants. From the literature review it appears that the context of sustainability has evolved gradually throughout human history; however only a few studies have been conducted with regards to diners’ choice towards sustainable restaurants despite recent studies suggesting that more consumers are avoiding goods that leave a large footprint on the environment. The aim of this dissertation is therefore to discuss in critical terms whether a restaurant’s “green” practice impacts on customers’ behavioural intentions and to analyse if consumers’ attitude to dining out has changed towards a more responsible approach in the restaurant environment. A survey of 417 restaurant diners from three casual and three fine dining restaurants within Greater London and seven interviews with relevant industry stakeholders revealed relevant information on the topic under discussion leading to an indication of whether diners really care or not about a restaurant’s sustainable practice; this also included an investigation of whether customers are aware of the environmental issues related to the restaurant industry and if they are concerned about it. Those diners that expressed concern were asked to indicate which environmental issues they are most interested in. Lastly, this research examined the factors that influence consumers towards a more sustainable commitment. A range of recommendations are provided based on the findings from the literature review and primary data. Ultimately, this dissertation offers a basis for future discussion on how the restaurant industry could encourage its diners to take a more responsible approach.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• Chapter 2: Literature Review
  • 2.1 Introduction
  • 2.2 Defining sustainability and its history
  • 2.3 Value and perception of sustainability
  • 2.4 Restaurants impact on the environment and consumer awareness and concern
  • 2.5 Consumers' attitudes and behavioural choices regarding sustainable restaurants and their influencing factors
  • 2.6 Conclusion
• Chapter 3: Methodology
  • 3.1 Introduction
  • 3.2 Research paradigm
  • 3.3 Research methods
  • 3.4 Sampling and data collection
  • 3.5 Ethical consideration
  • 3.6 Limitations
  • 3.7 Reliability and validity
  • 3.8 Conclusion
• Chapter 4: Findings
  • 4.1 Introduction
  • 4.2 Value and perception of sustainability
  • 4.3 Restaurants impact on the environment and consumer awareness and concern
  • 4.4 Consumers' attitudes and behavioural choices regarding sustainable restaurants and their influencing factors
  • 4.5 Conclusion
• Chapter 5: Conclusion and Recommendations
  • 5.1 Introduction
  • 5.2 Summary and discussion of findings
  • 5.3 Further research
  • 5.4 Recommendations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation explores the values and perceptions of diners in relation to sustainability and analyzes the impact of these perceptions on their dining decisions. It aims to critically assess whether a restaurant's commitment to sustainable practices influences customer behavior and whether consumers' attitudes towards dining out have shifted towards a more responsible approach. The dissertation investigates several key themes:

• The evolution of the concept of sustainability throughout history.
• Consumer awareness and concern regarding the environmental impact of the restaurant industry.
• Factors that influence consumer choices towards sustainable dining options.
• The impact of a restaurant's sustainable practices on customer behavior.
• The potential for the restaurant industry to encourage diners to adopt a more responsible approach.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the research topic, outlining the dissertation's objectives and key themes. Chapter 2 presents a comprehensive review of relevant literature on sustainability, including its historical development, consumer perceptions, and the environmental impact of the restaurant industry. It also explores factors that influence consumer choices towards sustainable dining options. Chapter 3 details the research methodology used in the study, including the research paradigm, methods, sampling, data collection, ethical considerations, limitations, and reliability and validity of the data. Chapter 4 presents the findings of the study based on a survey of 417 restaurant diners and interviews with industry stakeholders. This chapter examines diner perceptions of sustainability, their awareness of the environmental impact of the restaurant industry, and the factors that influence their dining choices.

Schlüsselwörter (Keywords)

This dissertation focuses on the intersection of consumer behavior and sustainability in the restaurant industry. Key terms and concepts explored include sustainable practices, consumer awareness, environmental impact, decision-making, consumer attitudes, and responsible dining. The research investigates the influence of a restaurant's sustainable practices on customer behavior and examines the potential for the restaurant industry to promote more sustainable dining habits.

• College: South Bank University London
• Course: BA (Hons) Hospitality and Business Management - Sustainability within the Restaurant Industry
• Grade: First Class Honours
• Author: Laura Favretto (Author)
• Publication Year: 2014
• Pages: 114
• Catalog Number: V282494
• ISBN (eBook): 9783656769613
• ISBN (Book): 9783656769651
• Language: English
• Tags: responsible, diner, consumers, sustainability, restaurant industry