Do green practices elicit a guest's loyalty? Empirical evidence from Vietnam
by Ngoc Khuong Mai; Phan Thi Huong Nhi; Nguyen Khoa Truong An; Nguyen Thi Minh Phuong
J. for Global Business Advancement (JGBA), Vol. 15, No. 6, 2022

Abstract: This study aims to evaluate the correlation between green practice restaurants and customer loyalty through the emotional attachment towards green products. The quantitative method was utilised to identify the relationships by using SmartPLS to analyse 358 customers of restaurants in Ho Chi Minh (HCM) City. The results indicate that elements of energy- and water-efficient equipment, recycling-composting and menu sustainability both directly and indirectly affect a customer's loyalty through a guest's emotional attachment. This study also provides restauranteurs with suggestions for developing the better strategies, addressing the environmental and health concerns of the consumers, and developing green practices in a pathway to build strategies which can attract the customers to return and to consume more ecologically-friendly products.

Online publication date: Mon, 21-Aug-2023

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