Egyptian Consumer Perception of Sustainable Marketing Practices and Its Interrelationship with His Purchasing Behavior- Empirical Study on green Restaurants

Research Abstract

Purpose- As customers become more environmentally conscious and their demands for eco-friendly products and services increase, Organizations have engaged in developing and promoting ecologi-cally sustainable Marketing mix. Given the intangible characteristics of the restaurant industry the critical linkage among green practic-es, company image, and customer behavior has an even greater impact on the restaurant business. This paper attempted to examine the relationships among three constructs: Customers’ perceived green practices (sustainable marketing) as independent variable, perceived green image of a restaurant, and attitudes toward a restaurant brand as moderate variables, and consumer behavior as dependent variable. Methodology- The study devolved and tested a structure equation model-represented 9 hypothesis- using a pre-tested structured question-naire. Data was collected from a sample (396) from 9 Restaurants cus-tomers in Cairo, Egypt. We further checked reliability and construct va-lidity using confirmatory factor analysis; we tested hypothesis through structure equation model technique. We find that constructs and indi-cators of our theoretical framework meet the criteria, and find them to be a good fit based on confirmatory factor analysis and fit indices out-put. Findings- the results of this study support all hypothesis expect one. Consumer' perception about sustainable marketing practices affect his conceptions about the restaurant green image and his attitudes about the restaurant, the green image impacts on consumer attitudes toward restaurant, and results confronted direct and indirect significance effects of stainable marketing practices, restaurant image brand and attitudes toward restaurant on consumer behavior.

Research Keywords