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Increasing concern for ecological sustainability and environmental conservation has led mindful restaurants to adopt green practices. This study investigates the role of ethical obligation and self-identification in the green purchase intention inspired by green practices adopted by QSRs (Quick Service Restaurants), with the moderating effect of perceived green knowledge within customers of quick service restaurants. Using the theories of planned behavior/theory of reasoned action, the research suggests that people who feel more ethically responsible for the environment and who identify more with green values are more likely to have a resolute attitude toward green practices and dine at quick service restaurants. The study also shows that the strength of this relationship may depend on how much consumers think they know about green practices by QSRs (Quick Service Restaurants). Data from 272 customers who recently visited or ordered food from any chain restaurant was collected. Structural equation modeling (SEM) was employed to test the hypothesis through Smart PLS, and the results show that ethical obligation and self-identification have a positive relationship with green purchase intention, and attitudes toward eco-friendly restaurants positively mediate the relationship between ethical obligation, self-identification, and green purchase intention, perceived green knowledge of restaurants negatively moderate the relationship between attitudes toward eco-friendly practices by QSRs (Quick service Restaurants) and green purchase intention. Further implications have been discussed in the study.
Bangakh et al. (Mon,) studied this question.