Social and Behavioral Sciences Commons^™

Adopting Sustainability Innovations In Restaurants: An Evaluation Of The Factors Influencing Owner-Managers’ Decisions In Richmond, Virginia, Anna Salzberg

Theses and Dissertations

The purpose of this study is to investigate the factors influencing restaurant Owner-Managers’ decisions to adopt sustainability innovations in restaurants. A cross-sectional survey research design is used for this study, which entails distributing a survey to restaurants in the City of Richmond, Virginia, to gain an understanding of the factors influencing sustainability innovation adoption. Drawing from both the innovation adoption theory and the theory of planned behavior, the researcher contributes a baseline of the restaurants’ sustainability and the Owner-Managers’ intrinsic motivations. By integrating innovation adoption theory’s perceived innovation characteristics and measuring restaurants’ past sustainability behavior, this study increases the overall …