Impact of green marketing on perceived image and behavioural intentions of consumers : empirical evidence from restaurant practices
Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.8, No.2, 2013, pages 233-257
Issue:
Pages:
233-257
Section Title:
Research papers
Abstract:
The detrimental effects of global environmental turbulence have influencedconsumers’ preferences towards consuming eco-safe products/services, morepopularly nomenclated as ‘green products/services’. Industries have alsoidentified this shift and are not only redesigning their products/offers but alsoprojecting themselves as ‘green firms’. This study empirically attempts toinvestigate the possible causal impact of green marketing initiatives on theperceived image of restaurants and its subsequent influence on the behaviouralintentions of the consumers. Four tourist destinations in West Bengal, India, wereidentified for the study and eight restaurants were surveyed. Appropriatestatistical procedures and structural equation modeling were applied. The resultsrevealed a significant correlation between the variables under study withperceived consumer effectiveness playing a critical role in segmenting consumerson the basis of their affinity to greenness as an element to perceive restaurantimage. The study has future scopes where demographical effects and pricesensitivitymay be tested.
Subject:
Subject (LC):
Keywords:
green marketing, restaurant, image, behavioural intention
Notes:
Περιέχει σχήματα, πίνακες και βιβλιογραφία
References (1):
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