It's a buzzword today. Green is good. There is green chemistry, organic products, and green foods. Green is more than the product being sustainable or recycled materials. The researchers found that more than 8 in 10 customers of restaurants surveyed in Columbus, Ohio, said they would be willing to pay more to eat at green restaurants. More than 7 in 10 said it was good for restaurants to protect the environment. The only problem is that very few restaurants market themselves as green or environmentally friendly, said Jay Kandampully, co-author of the study and a professor of consumer science at Ohio State University.
Companies are always looking for an advantage. Traditionally people eat out because of good food or convenience. These factors will always be important but so is the environment, the atmosphere and the perceived value.
Kandampully and his colleagues surveyed 455 customers at five independent casual dining restaurants in Columbus. Customers were asked a series of questions about their perceptions of green restaurants.
The results made it clear that restaurant patrons are intrigued by the possibility of eco-friendly restaurants, said Franziska Schubert, a study co-author who conducted the research while a graduate student at Ohio State.
"We thought there would be some interest in green restaurants, but this shows a huge interest in the concept and willingness to pay for it," Schubert said.
About 65 percent of respondents said they would be willing to pay up to 10 percent more to dine at green restaurants, and 20 percent would be willing to pay even more. Only about 15 percent said they wouldn't be willing to pay more to eat at an eco-friendly restaurant.
About 70 percent said it's good for restaurants to protect the environment, and nearly half — 48 percent — said dining at green restaurants is healthier.
There was one thing that almost all participants agreed on.
"Customers made it clear that the quality of the food was more important to them, and they were not willing to compromise on quality when eating at a green restaurant," Kandampully said. It is not convenient to point out that the location is very important. If it is not convenient, the restaurant will not be used.
Survey participants also expressed confusion about restaurants being truly green.
Kandampully said restaurants that are truly green must get certified by organizations like the Green Restaurant Association or Rainforest Alliance to show customers their commitment.
"Restaurants need to communicate clearly with customers about their green practices, if they are hoping to gain a marketing advantage," he said.
Authors: Val
