INFLUENCE OF GREEN PRACTICES ON CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS
Pawan Kumar and Bindu Aggarwal
The implementation of green practices has been prevalent worldwide in the restaurant industry. Sadly, the Indian restaurant industry has not completely taken into account the importance of green practices in restaurants, and whatever the procedures are, they are still in their infancy. The fundamental goal of this research is to look at the impact of Indian restaurants' green practices on customer satisfaction and how it impacts their behavioral intentions to come back again/recommend it/positive word-of-mouth. The study applied the structural equation modeling approach to find out the inter-relationship between green practices in a restaurant, Customer Satisfaction, and Behavioral Intentions. The study's results revealed a strong correlation between consumer satisfaction and their behavioral intentions and the effects of green food, green services, and green energy-efficient activities. Furthermore, consumer loyalty constructively affected behavioral intentions.
Green practices, Customer satisfaction, Behavioral intentions, Restaurant industry, Structural equation modeling (SEM), Green food