Driving Green Practice Adoption in Restaurant Sector: Restaurant Operator's Perspectives


Singh, Surendev and Tan, Booi Chen and Khan, Nasreen (2017) Driving Green Practice Adoption in Restaurant Sector: Restaurant Operator's Perspectives. In: Proceedings of the 5th International Conference on Innovation and Entrepreneurship (ICIE 2017). Academic Conferences and Publishing International Limited, pp. 219-226. ISBN E-Book ISBN: 978-1-911218-32-6 E-Book ISSN: 2049-6842 Book version ISBN: 978-1-911218-33-3 Book Version ISSN: 2049-6834

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The deteriorating condition of environment globally has ca used both profit and socially oriented companies to adopt green practices in operating their businesses. The environment faces degradation triggered by global warming, depletion of ozone layer, water, air, noise and light polluti on and acid rain. These negative impacts initiate green movement among businesses to resolve environmental issues. The green movement minimizes the environmental problems and helps to build a better company image, thus ga ining the competitive advantages in the competitive business world today. Hence, there is a high need for companies to take more proactive role in protecting the environment while marketing their products and services. In addition, some groups of consumers are getting more concerned about the environment and willing to pay premium price for environmental friendly products, thus increasing the market demand for products and services that consist of eco-friendly characteristics. In spite of that, the pressure to adopt green practices in food service sector is insignificant compared to other busine ss sectors in Malaysia. With the evidence of fast growing number of restaurants and the widespread habit of eating out in Malaysia which bring with it an increasingly detrimental environmental impact, little research attention is paid towards environment initiatives from the perspectives of restaurant operators. The past research focusing on the factors that affect the intention of restaurant operator to adopt green practices in operating the restaurant is still under-explored. Therefore, this paper aims to propose a theoretical framework which derives from the Technology-organization-environment (TOE) framework and Value-attitude-behaviour (VAB) concept to better explain the green practice adoption within the restaurant context in Malaysia. The framework will be able to cover internal, external and individual aspect of environmental that contributes towards intention to adopt green practices. The result is expected to enhance the environmen tal literatures and provide a better understanding to the policy maker about the important factors that lead to such intention. This will spur the demand for green products and services business opportunities and create a healthy business environment in the context of restaurant sector.

Item Type: Book Section
Uncontrolled Keywords: Green marketing
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 05 Nov 2020 17:15
Last Modified: 05 Nov 2020 17:15
URII: http://shdl.mmu.edu.my/id/eprint/7108


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