Developing a Model to Promote Decision-Making for Choosing Green Restaurants in Thailand
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Abstract
This research aims to study (1) the behavior of consumers using green restaurants in Thailand, (2) the decision-making levels in choosing to use services of green restaurants, (3) the service marketing mix (7Ps) factors that influence the use of green restaurants, (4) the factors affecting consumer decision-making in using certified green restaurant services, and (5) the synthesis of a framework for promoting decision-making in choosing green restaurants in Thailand. Data were collected from 400 users of green restaurants through a quota sampling method. Information was gathered via questionnaires, and data were analyzed using both statistical methods and qualitative research techniques. The research findings indicated that: 1) the key motivation driving consumers to choose green restaurants was the provision of environmentally friendly takeaway and delivery services. The average frequency of restaurant visits was less than once per month, with an average expenditure of less than 301 baht per person per visit. Most consumers were accompanied by family members or relatives. 2) In terms of decision-making factors, overall consumer opinions regarding the decision-making process for choosing green restaurants were at a high level. 3) With respect to the service marketing mix (7Ps), consumers’ overall opinions toward the service marketing mix of green restaurants were also at a high level. 4) The findings indicate that the study of service marketing mix factors (7Ps) found that product, place, people, process, and physical evidence significantly influence consumer decision-making in choosing green restaurants at the 0.05 significance level. 5) From the synthesis of a framework to promote decision-making in choosing green restaurants in Thailand, the “9 Eco-Friendly Model” that have been certified consists of (1) Eco-friendly Certification, (2) Eco-friendly Loyalty Program, (3) Eco-friendly Impact Information, (4) Eco-friendly Campaigns, (5) Eco-friendly Experiences, (6) Eco-friendly Social Media Reviews, (7) Eco-friendly Promotions, (8) Eco-friendly Dining Experience, and (9) Eco-friendly Restaurant Applications
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