Customer Perception of Sustainability Initiatives in the Restaurant Industry: A Discrete Choice Model Approach

Abstract

Business sustainability, a multidimensional construct that arose from global trade and climatic impacts, this research focus is to analyze customer perception on its implementation in the restaurant industry. By using discrete choice models, the research surveyed participants globally on their restaurant choice. Sustainable sourced food, as well as other environmental and social sustainability related attributes were used as a factor for choosing a restaurant. In revealed preferences, this paper shows that sustainability is not a key attribute for restaurant choice, nevertheless, in stated preferences individuals ranked sustainability as an important attribute, which could be explained by a social bias in direct ranking sustainability matters. The discrete choice models also showed that vegetarian and/or vegan restaurants can perform well in niche markets, as it is either a reason to choose or not to choose a restaurant. One interesting element for future research is that education was considered a key feature for sustainable development.