Factors influencing green restaurant revisit intention among consumer in malaysia

A green restaurant is environmentally friendly in all food production and sales areas. There needs to be more existing research on the demand for green practices within the food service sector from the consumers' perspectives in Malaysia. Therefore, this study aims to determine the factors influencing consumers’ intention to revisit green restaurants. This study employed a correlational cross-sectional survey through purposive sampling to collect information concerning the intention to revisit green restaurants. The proposed model is an extension of UTAUT and was empirically tested using data obtained from an online survey of revisit intention (n-250). 250 data were analyzed using Statistical Package for social science (SPSS) version 28.0. The analysis revealed that performance green consumerism, perceived value, perceived quality, and product price positively influence consumers' revisit intention in the green restaurant. The findings revealed that perceived value had the biggest effect on diners' inclination to return to green restaurants. Other theories may be used to direct future research into the elements that motivate patrons to return to green eateries.
Keywords: Green Consumerism, Perceived value, Perceived Quality, Product Price, Revisit Intention