Food Practices for Green Restaurant Business in Thailand

Authors

  • Yotpicha Kachacheewa College of Innovative Business and Accountancy, Dhurakij Pundit University
  • Siridech Kumsuprom College of Innovative Business and Accountancy, Dhurakij Pundit University
  • Jiraporn Chomsuan College of Innovative Business and Accountancy, Dhurakij Pundit University

Keywords:

Green restaurant, Food practices, Restaurant business, Environmentally friendly

Abstract

A green restaurant is an eco-friendly restaurant incorporating multidimensional practices. The objective of this article is to study food practices for a green restaurant business in Thailand as significant aspects causing potential waste, pollution, and clear environmental impact. It also examines how micro and macro marketing environmental variables influence these practices. The study was conducted with 407 restaurant operators in Thailand. Data were analyzed with exploratory factor analysis (EFA) for food practices and confirmed by confirmatory factor analysis (CFA). The influence of micro and macro marketing environments on these practices by using multiple regression analysis (MRA). Results were that restaurant operators heeded food practices in importance of raw material management, standard recipes, alternative menus, food presentation, raw material and energy saving, buying processes, and food safety, in decreasing order of significance. Micro and macro marketing environment variables significantly impacted food practices at a .05 level of significance.

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Published

2022-02-15

How to Cite

Kachacheewa, Y., Kumsuprom, S., & Chomsuan, J. (2022). Food Practices for Green Restaurant Business in Thailand. Journal of Multidisciplinary Academic Research and Development (JMARD), 4(1), 29–44. Retrieved from https://he02.tci-thaijo.org/index.php/JMARD/article/view/252545

Issue

Vol. 4 No. 1 (2022): Vol. 4 No. 1 January-March 2022

Section

Research article

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