Abstract

Environmental issues have become increasingly important to restaurants. Thus, this study explores the relationship among green practices, green consumerism, perceived value, ecological image and customer loyalty towards green restaurants. The analysis of data from 358 restaurant customers through structural equation modelling revealed a robust link among green practices, green consumerism, and green perceived value. Green consumerism and green perceived value predict customer loyalty towards green restaurants. Specifically, green perceived value has a stronger influence than green consumerism. Moreover, this study identifies green consumerism and green perceived value as mediators between green practices and customer loyalty with green consumerism showing the strongest effect. Additionally, ecological image perception influences the relationship between green perceived value and customer loyalty. The findings highlight the importance of establishing comprehensive green policies and effectively conveying their benefits to consumers. Hence, this study provides insights for restaurant managers and marketers who are seeking to promote green practices and foster customer loyalty in an environmentally conscious industry. Moreover, it offers practical recommendations for increasing sustainability in gastronomic tourism through a collaborative multistakeholder approach, thus enhancing our understanding of green practices in the restaurant industry.