The attractiveness of green restaurants among the youth

• Author: Baltescu C.A.
• Pages: 79-84

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 1 - 2017

The attractiveness of green restaurants among the

youth

Codruța Adina BĂLTESCU 1

Abstract: The growing interest of the population in a healthy life is a constant of modern

society. The culinary habits are essential elements in this respect. Concerns about the

opening of green restaurants are related directly to the people's intentions to serve meals in

such public catering establishments. The present article analyses the views of the youth on

the attributes considered to be significant to outline the activity of green restaurants and the

prospects of their consumption within these restaurants. The results obtained show the young

people's willingness to eat in green restaurants, as well as their availability to allocate

higher amounts of money for the consumption of healthy foods.

Key-words: green restaurants, youth, attractiveness attributes

1. Introduction

Tourism, and especially the hospitality industry, cannot disregard the responsibility

of contributing to environmental degradation and climate change (Kasim, 2009).

Previous studies demonstrate that the adoption of environmental measures by the

hospitality industry generate significant economic benefits (Blanco, Rey-Maquieira

and Lozano, 2009), customer satisfaction and loyalty (Kassinis and Soteriou, 2003)

for the industry, as well as a reduction in carbon dioxide emissions (Bohdanowicz,

2009).

Considering that, in any business, customers’ needs and desires are essential

factors in the management process, this article presents the results of a quantitative

marketing research among young consumers in order to assess their specific interest

in green restaurants. The main objectives of the research presented in the article are

the following:

• Identifying the youth’ s concerns regarding the consumption of green

products;

• Ranking the consumers’ selection attributes in a green restaurant;

• Identifying the youth’ s intentions to consume green food products in green

restaurants.

1 Transilvania University of Braşov, codruta.baltescu@unitbv.ro