The Effects of Green Marketing and Green Corporate Social Responsibility on Customers’ Willingness to Patronize a Casual Dining Restaurant

Document Type : Original Article

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Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt

Abstract

Despite the growing interest in green initiatives in the hospitality literature, few studies have investigated customers’ perceptions regarding green practices in restaurants, especially in developing countries such as Egypt. The purpose of the current study is to discuss the relationships between green marketing, green corporate social responsibility (GrCSR), customers’ ecological behaviours, and customers’ intentions to dine at green restaurants. The hypotheses of the current study were tested empirically by employing a self-administered questionnaire as the data-gathering instrument.  A total   of 500 questionnaires were randomly hand distributed to customers who previously dined at a green casual dining restaurant using the convenience sampling method. The structural equation modelling (SEM), independent- sample t test, and one-way independent ANOVA were employed to test the study hypotheses. The results of the current study showed that green marketing had direct and indirect significant effects on customers’ intentions to patronize casual dining green restaurants through their ecological behaviours. Demographic characteristics, i.e., gender, age, and income were significantly related to customers’ intentions to dine at green restaurants. The findings of the current study provide important practical implications for managers of casual dining restaurants.

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