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A Comparative Study Of Customer Perceptions Regarding Green Restaurant Practices: Fast Food Vs. Upscale Casual, Robin B. Dipietro, Susan Gregory
A Comparative Study Of Customer Perceptions Regarding Green Restaurant Practices: Fast Food Vs. Upscale Casual, Robin B. Dipietro, Susan Gregory
Hospitality Review
The current exploratory study was designed to determine the impact that green restaurant practices may have on intention to visit a restaurant and willingness to pay more because of those green practices. The study analyzed a convenience sample of 260 surveys from customers in fast food restaurants and 501 surveys from customers in upscale casual restaurants in the Midwestern United States (U.S.) in order to determine if there were differences in the perception of guests regarding these types of restaurants and their green practices. The findings showed that upscale casual restaurant customers believed they are knowledgeable at a higher level …