The Effects of Restaurant Green Practices On

Mai Ngoc Khuong et al. • The effects of restaurant green practices on customer intention...
Zb. rad. Ekon. fak. Rij. • 2023 • Vol. 41 • No. 1 • 205-248 205
Preliminary communication
UDC: 659.113.25:502.1(597)
https://doi.org/10.18045/zbefri.2023.1.205
The effects of restaurant green practices on

customer intention to purchase eco-friendly
products: Evidence from Vietnam*
Mai Ngoc Khuong1, Do Hanh Nhan2, Nguyen Thi Minh Phuong3
Abstract
This research aims to identify how green practices affect customer intention to
purchase green products via customers’ emotional attachment. Using the PLS-
SEM to analyze 358 restaurant guests to find customer intention to purchase green
products is a fundamental constituent of a restaurant’s success. The results reveal
that the application of recycling and composting, energy and water management
activities have a positive significant impact on customer intention to purchase
green products and pro-environmental emotional attachment, and the application
of organic food-green products and materials have a significant impact on
emotional attachment, but not trigger on customer intention to purchase green
products. Meanwhile, the application of eco-friendly supplies did not affect
emotional attachment and customer intention to purchase. Pro-environmental
emotional attachment is a key mediator of the customer intention model. The
results provided both knowledge and theory of green practices by adding
customers’ emotional attachment into the theory of planned behavior to understand
customer behavior toward green restaurants. It proposes managerial
recommendations and building strategies for the long term to increase customer
intention to purchase green products in the restaurant industry.
Keywords: green practices, green restaurants, emotional attachment
JEL classification: Z3, L8, L83
*
Received: 19-12-2022; accepted: 29-06-2023
1
Lecturer, School of Business, International University, Vietnam National University, Ho Chi
Minh City, Vietnam. Scientific affiliation: organizational behavior, entrepreneurship, leadership,
tourism. E-mail: mnkhuong@hcmiu.edu.vn. ORCID: 0000-0002-0527-3046.
2
Student of Business Administration, International University, Vietnam National University, Ho
Chi Minh City, Vietnam. Scientific affiliation: organizational behavior, hospitality management,
and corporate social responsibility. E-mail: kynz.hanhnhan@gmail.com.
3
Lecturer, Tourism Department at Hong Bang International University, 215 Dien Bien Phu,
Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam. Scientific affiliation: tourism,
management. Phone: +849 336 715 97. E-mail: phuongntm2@hiu.vn. ORCID: 0000-0002-
4668-3850.
206 Zb. rad. Ekon. fak. Rij. • 2023 • Vol. 41 • No. 1 • 205-248
1. Introduction
Tourism industry has become the fastest growth and diversification to meet customers’
demand. Nevertheless, the influence of the fast growth lead to unsustainable
consumption practices, this action have endangered ecosystems and lack of the
resources (i.e., food, water, energy etc.) (Trang et al., 2019). It also leads to increase
global issues (i.e., climate change, global warming, pollution). As a result, tourism
sectors (accommodation, restaurants etc.,) focus on developing services/products
and facilities and management processes with the aim of minimizing negative
environmental effects. Monthly average income per capita in HCM City in Vietnam
from 2010 to 2021 were ranged from 2.74 to 6.76 million Vietnamese dong per month
(Statista, 2023). Thank to growing personal incomes and increase social awareness.
As a result, green consumption begins to gain traction among customers in developing
economies, green practices are applied and promoted widely in the tourism industry
(Trang et al., 2019). Following the National Green Growth Strategy 2011-2020 with
a Vision to 2050, the Vietnamese government executes a variety of programs that
aims to green existing economic institutions and activities, the government encourage
tourism industry apply new methods to develop sustainable tourism. Therefore,
Vietnam’s government promotes eco-friendly methods and build a program that calls
Green Lotus to assess to development in tourism industry to protect the environment
and natural resources. Vietnamese enterprises in tourism industry have invested
heavily in new technology and equipment according to global standards as well as
towards green initiatives and clean production requirements (Minister of Industry
and Trade of Vietnam, 2021). The restaurant sector can develop sustainability,
when they can benefit from applying environmentally friendly practices (hereafters
referred to as green practices, going green, or green initiatives), the restaurants
implement green initiatives, so it increases costs to invest on new methods of green
practices in the first stage, however, it also saves in operating costs. Moreover, the
restaurants are limited knowledge on customer behaviour whether the customers
accept the prices when the restaurants increase prices, willingness to pay more for
applying green practices, it seems to lack a study (DiPietro et al., 2013-a; Dutta
et al., 2008) to identify what factors of green practices elicit customer intention to
purchase green products in a green restaurant in HCM City in Vietnam context. Now
a growing numbers of Vietnamese are concerned about the environment and are eager
to engage in green practices. Thus, lessening restaurant operations’ environmental
impact while still serving customer needs becomes key drivers for going green of
the restaurants to protect customers health and environment. Many studies present
that when organizations apply green practices that reduce costs and increase financial
savings, fulfill interests of stakeholders and organizational governance (Namkung and
Jang, 2013; Park et al., 2020). With a greater emphasis on sustainability, restaurant
may attract more visitors who are willingness to pay for services that align with their
values and beliefs (Kang et al., 2012; Namkung and Jang, 2013; Schubert et al.,
2010).
However, the topic has not been widely studied, with only a handful of research
that examines dining intention and the importance of green practices in food and
beverage industry context available, some studies just focus on the concept of
lodging, retail industry, and brand value of organizations (Jang et al., 2015; Kim
and Hall, 2020; Moise and Gil-saura, 2020; Shapoval et al., 2018), not much
research examining factors affecting customers’ willingness to pay when using
green products, previous studies just build their conceptual framework health
consciousness, environmental consciousness, or brand consciousness (Namkung
and Jang, 2017; Zhang and Kim, 2013). In addition, they did not mention restaurant
customers’ emotional response to these practices, which is considered to be an
important factor belonging to an individual’s psychology (Jang et al., 2015), a
deeper examination of the impacts of each green practice on behavioral intention
like customers’ willingness to pay more for green products is necessary (Yu et
al., 2017). DiPietro et al. (2013-a) also explored the consumers’ perceptions of
green practices in quick service restaurants and intent to consume green products
more often, they suggested that further research need to identify green practices
to determine behaviour of guests and to find out the influence of which factors of
green practices affect direct customer intention to purchase eco-friendly products
via customers’emotional attachment to the restaurant. Similarly, Jeong and Jang
(2010) explored the effects of restaurant green practices on a green image and
customers’ behavioural intentions, the results confirmed the mediating variable
of green ecological image restaurants lead to customers’ behaviour intentions to
purchase green products based on items recyclable take-out containers, recycling
waste, and energy efficient lighting are the most significant. Moreover, Jang et al.
(2015) also identified elements of green practices affect direct and indirect green
store loyalty and green product loyalty through consumers’ emotional attachment.
As Schubert et al. (2010) stated that still lacks of research to explore the
relationship between use of green practices and consumer attitudes and understand
the behaviour of customer Do the guests show their intention to purchase more
eco-friendly products/services when the restaurants apply green practices?. In
recent study, Mai et al. (2023) have explored green attributes and three mediation
of customer behavour to understand how the customer willingness to consume
restaurants’’services.with 1095 samples. The results found that going green have
a positive direct effect on satisfaction, and attitudes, but green practices, except
of eco-friendliness did not have an effect on customers’ emotional attachment.
Moreover, the results proved the customers’ satisfaction, attitudes, and emotional
attachment were mediation netween going green and customers’ willingness to
consume, however, the weak point of this study, they have not found an insight of
customer emotion and attachment to increase customer intention. Therefore, based
on the previous studies, their results are a spring board for our research in restaurant
industry to continue develop and confirm theoretical and practical importance in
Vietnam context. To fill this research gap, the research objectives of this study
attempt to find evidence that factors of green practices have influenced on customer
intention to purchase eco-friendly products via customers’ emotional attachment,

and explore the important relationships among these factors. Therefore, this study
attempts to answer the research question (RQ) as below:
RQ1:To what extent do green practices in restaurants affect customer
intention to purchase green products?
RQ2: To what extent do green practices in restaurants affect customer pro-
environmental emotional attachment to green products?
RQ3: Do customer pro-environmental emotional attachment elicit customer
intention to purchase more green products in green practice restaurants?
RQ4: To what extent do customer pro-environmental emotional attachment
mediate the relationship between green practices and customer intention to
purchase more green products?
The purpose of this study to identify how green practices in restaurants affect
customer intention to purchase eco-friendly products via the role of mediating
variable of customer emotional attachment. Because it lacks research on green
practices in restaurant industry and has not yet conducted an empirical study in
HCM City in Vietnam. Moreover, the aim of this study to identify the customer
behavour through to explore customer intention to purchase more green products
based on what factors. Based on the previous studies (Jang et al., 2015; Schubert
et al., 2010; Jeong and Jang, 2010) their results were in inconclusive empirical
findings and they just build the measurement items and have not conducted an
empirical study (DiPietro et al., 2013-a; Ray Wang, 2012), due to the limitation
of the research to identify a conceptual framework of green practices, customer
intention to purchase green products, customer pro-environmental emotional
attachment factor to understand an insight into customer intention in decision-
making to purchase or not, as well as this study extended the theory of planned
behaviour (Ajzen, 1985; DiPietro et al., 2013-b). As DiPietro et al. (2013-a)
just explored the consumer’s perspectives on green practices to understand
customer intention to purchase green products, and these scholars just developed
measurement scales of these factors (DiPietro et al., 2013-a; Ray Wang, 2012; Jang
et al., 2015; Schubert et al., 2010; Jeong and Jang, 2010), so it needs to conduct
an empirical study in the restaurant context. Therefore, this study attempted
to fill this research gap and explore the relationships among green practices and
customer intention to purchase eco-friendly products in the restaurants, and identify
a mediation variable of customers’emotional attachment to the restaurant to
understand the customer behavior in service field. Furthermore, the purpose of this
study provides an empirical evidence in Vietnam context because of the dimensions
to measure green practices, Customer intention to purchase green products, and
customer pro-environmental emotional attachment were carried out in western
countries, it lacks research in the restaurant in Vietnam context, specific in Ho Chi

Minh City. From discussion above, that raises the research question of whether
green practices in restaurants affect customer intention to purchase green products,
and customer pro-environmental emotional attachment to the restaurants when
the restaurants apply green practices. To evaluate the relationships among these
factors, the authors propose the main hypothesis that green practices applications
in restaurants (1) application of recycling and composting management (H1),
application of energy and water management (H2), application of eco-friendly
supplies (H3), application of organic food-green products and materials (H4)
have a positive effect on Customer intention to purchase green products. Green
practices applications in restaurants; (2) application of recycling and composting
management (H5), application of energy and water management (H6), application of
eco-friendly supplies (H7), application of organic food-green products and materials
(H8) have a positive effect on customer pro-environmental emotional attachment
to the restaurants. (3) Customer pro-environmental emotional attachment to the
restaurants have a positive effect on Customer intention to purchase green products
(H9). Green practices applications in restaurants (4) application of recycling and
composting management (H10a), application of energy and water management
(H10b), application of eco-friendly supplies (H10c), application of organic food-
green products and materials (H10d) indirect affect Customer intention to purchase
green products through Customer pro-environmental emotional attachment to the
restaurants.
This study contributes a comprehensive framework and provides a broader
understanding of how factors of green practices was conducted an empirical
evidence in Vietnam context because all the dimensions to measure green practices,
customer intention to purchase green products, and emotional attachment were
conducted study in western countries. The managers of restaurant may use our
results in build strategy to develop of applying green practices in their restaurants.
We just escape from the COVID-19 pandemic, so people focus on protecting health
and going green has become a hot trend and change demand of customers. The rest
of this paper presents the theoretical grounding of green practices and customers’
patronage intention model. Next part presents the hypotheses and conceptual
framework. Then, elaborating research methodology and research design,
presenting data analysis and findings. Finally, presenting contribution, implications,
and limitations for the further research.
2. Literature review
Throughout the years, many theories were developed to explain human behavioural
intention, pro-environmental consumer, and individual’s social behaviour is based
on reason. Several researchers presented many widely used the theory TPB model,
it reflects that individuals’ decisions about behaviour are carefully considered to

purchase products/services based on emotion and attachment, expectancy-value
of the eco-friendly products/services that were explored in the literature (DiPietro
et al., 2013-a; Yarimoglu and Gunay, 2019; Mai et al., 2023; Kim and Ha, 2022),
customer intention to purchase green products (DiPietro et al., 2013-b; Ray
Wang, 2012; Jang et al., 2015; Schubert et al., 2010; Jeong and Jang, 2010). The
TPB provides important assumptions and contributions in many study to explore
the human behaviour (Ajzen, 1985; 1991; DiPietro et al., 2013-b; Yarimoglu and
Gunay, 2019). Kim and Ha, 2022).
2.1. Theory Planned Behavior (TPB)

The TPB was developed by Ajzen (1991) to understand human behaviors, it
includes attitudes and subjective norms and perceived control that lead to predict
the customers’ behavioral intentions.TPB presents the customers’ intentions as the
main antecedent of behavior and their willing to carry out the anticipated behavior.
Moreover, in this study by Yarimoglu and Gunay (2019) customers’ intention was
viewed as customers’ willingness to choose green hotels, and the results showed that
environmentally friendly activities directly affect customers’ intentions to visit a
green hotel in Turkish, and the results also predicted the effects of visit intentions on
willingness to pay. Yarimoglu and Gunay (2019) have built a conceptual framework
to extend a TPB by adding customer satisfaction and loyalty to predict customers’
intentions to visit green hotels in Turkish and explore the effects of visit intentions
on willingness to pay (DiPietro et al., 2013-b), satisfaction, and loyalty. In China,
Wang et al. (2018) have conducted an empirical study to explore the consumers’
intention to visit green hotels by extending TPB with adding a perceived consumer
effectiveness antecedence and environmental concern factor. TPB is a wide
theory used to understand human behavior, it reflects pro-environmental behavior,
environmental concern such as energy and water saving, recycling and composing,
eco-friendly supplies and green purchasing, application of organic food-green
products and materials (Wang et al., 2018; DiPietro et al., 2013-a; Jang et al.,
2015; Ray Wang, 2012; Schubert et al., 2010; Yusof et al., 2017; Jeong and Jang,
2010). Many studies have extended the TPB by adding new variables to address an
usefullness of the TPB model, however, the criteria to add a new variable that must
be reasonable to explain a range of human behaviors (DiPietro et al., 2013-a; Jang
et al., 2015; Wang et al., 2018; Yarimoglu and Gunay, 2019; Nimri et al., 2020).
Kim and Ha (2022) have investigated customer psychological perceptions about
green consciousness in the green hotels in Seoul by applying an extended TPB,
these scholars stated that to make the TPB more reliable, so the researchers should
add more variables to extend the TPB, because the results’superiority has been
acknowledged and offered a better prediction of customer behavior in predicting
behavior of green hotel customers. Moreover, previous studies have succeeded to
apply the TPB for predicting environmental consciousness and customer behavior,
it was used to explore the tourists’ intention to return the eco-friendly destinations
(Ahmad et al., 2020), green behavior of customers in a hotel (Ting et al., 2019),
and willingness to pay premium price for green hotels that came from green
consciousness (Kim and Han., 2010).Based on discussion above, this study is
consider the helpfulness of TPB to understand the consumers’ behaviors in green
restaurants, this research used TPB is an anchor to build a research framework by
adding customers’emotional attachment to green restaurants (Yuksel et al., 2010;
Jang et al., 2015; Wu et al., 2019; Mai et al., 2023).
2.2. Green practices applications in restaurants

A green restaurant is one that makes going green a priority in its operations.
Green practices were incorporated into their environmental operational strategy,
which included increasing resource efficiency in manufacturing, communicating
the company’s environmental commitment through green marketing campaigns,
pricing green products within an acceptable range, and reducing pollution
throughout the supply chain (Dutta et al., 2008; Sun-Hwa et al., 2017). Green
standards in developed countries have already evolved into complicated systems
with various criteria to fulfill. This trend prompts the restaurant industry to invest
significant resources in developing green strategies, as well as encouraging
professional restaurateurs to form green institutions such as the Green Restaurant
Association (GRA) and Green Table Network. Listed research mostly review the
definition of green practices proposed by GRA (Jang et al., 2015; Jeong et al., 2014;
Kim and Hall, 2020; Namkung and Jang, 2017; Wang, 2012), including 7 detailed
environmental focuses on energy and water efficiency; application of recycling
and composting management activities; purchase of sustainable food/eco-friendly
products, local and organic ingredients; pollution avoidance; use of non-toxic and
chemical products; and sustainable furnishings. Another practice, transparency and
education have been added recently (Green Restaurant Association, 2021).
Besides using the formal guideline provided by GRA to determine green practices,
scholars also self-proposed their own definitions (Park et al., 2020) who classified
green practices based on specific types of action, such as application of recycling
and composting management activities, using energy and water efficiency
solutions, while Choi and Parsa (2007), Kwok and Huang (2019), Namkung and
Jang (2013) classified green practices based on customer concerns, such as health
and environmental practices. The emphasis varies according to the scholars’
objectives, whether previous studies desire to explore the understanding impacts
of green practices on the customers’ perspectives in general or deepen in proposing
the specific green guidelines, so that the restaurants can make an informed business
decision about green initiatives and apply it. With the goal of determining which
green practices influence customers’ psychology (emotional attachment to the
restaurant) and dining intention in the green restaurants, this study used four
dimensions of green practices provided by Jeong and Jang (2010) to formulate
the conceptual framework, including application of recycling and composting
management activities, application of energy and water management activities,
application of eco-friendly supplies, and application of organic food-green products
and materials (Mai et al., 2023).
2.2.1. The application of recycling and composting management

In food and beverage industry are encouraged to attain zero-waste and optimize
waste production by applying of recycling and composting management activities.
As part of green initiative, the restaurants apply recycle all recyclable materials, for
instance, the restaurants implement a composition of food waste, recycle food waste
to contribute to the improvement of soil quality (Wang, 2012), and minimize the
tourism industries’negative effect on the environment (Kim and Ha, 2022). Thus,
the focus of the restaurants is as follows: recycle waste, recycle and reuse paper,
cardboard, plastic, glass, and aluminum, linen napkins reuse and recycle, table
clothes reuse and recycle, recycling bins, use low-pressure shower and washbowl
facilities, replaceable table clothes supplies, light sensors, and natural ventilation,
conduct food waste composting programs, purchase products made from recycled
or rapidly renewable materials (Jang et al., 2015; Ray Wang., 2012; Schubert
et al., 2010; Yusof et al., 2017; Jeong and Jang, 2010). In Malaysia, Yusof et al.
(2017) predicted the positive relationship between green practices (environmental
activities, reuse towels, recycling program) in non-green hotels and customer
satisfaction and loyalty. In addition, the results showed that customer satisfaction
is a key mediation factor between green practice (environmental activities, reuse
towels, recycling program, waste separation, recycling) and customer loyalty
to hotels. Moreover, in this study by Yarimoglu and Gunay (2019) found that
environmentally friendly activities/green practices (ditching disposables, having
guest reuse linens, considering composting) directly affect customers’ intentions
to visit a green hotel in Turkish, and the results also predicted the effects of visit
intentions on willingness to pay.In Vietnam, to be certified as a green restaurant
under the Green Lotus label scheme, a restaurant must achieve the criteria to
protect environment and natural resources, therefore, the restaurants apply new
technology and use renewable energy efficiently to reduce negative impacts on
the environment (VNAT, 2015). Alternatively, the ERST recommends restaurants
to provide kitchen containers to simplify waste segregation and sorting process
(ERST, 2020). In addition to creating values for the restaurant, application of
recycling and composting management activities also contribute to Vietnamese
government’s waste management strategy, which includes reducing, reusing, and
recycling garbage via composting and anaerobic digestion (Sang-Arun, 2011; Mai
et al., 2023).
2.2.2. The application of energy and water management

In food and beverage industry, the restaurants consume lagre energy and water,
thereby, they must use the application of energy and water management activities
and facilities to limit the primary source of carbon dioxide emissions danger to
environment. Moreover, Kim and Ha (2022) predicted successfully green practices
affect customer behavior (willingness to pay premium price, consume intention,
revisit intention) based on the TPB. In addition, willingness to sacrifice for the
environment were defined the relationship with green consciousness and green
behavior, the terms of environmental practices or green practices were defined as
a contribution to economy by implementing a saving water and energy, reducing
waste. The organizations apply green initiatives to protect the earth and people and
attempt to minimize the hotel industries’ negative effect on the environment (Kim
and Ha, 2022). Thus, the focus of these restaurants to achieve optimum operations
and reduce the carbon footprint are as follows: use energy-efficient HVAC (heating,
light sensors, natural ventilation, and air conditioning) (Kim and Ha, 2022), use
flow restrictions on faucets, and water-less urinals and lighting systems, and
install energy-monitoring systems to keep track of total energy consumed (Tan
et al., 2018), replace incandescent light bulbs with longer lasting CFL light bulbs
or LED, keep the entrance door closed or use a double entrance door (Jang et
al., 2015; Wang, 2012; Schubert et al., 2010; Yusof et al., 2017; Jeong and Jang,
2010). In Malaysia, Yusof et al. (2017) predicted the positive relationship between
green practices (water saving technology, energy efficient lighting, programmable
thermostats, refillable amenity dispensers, maintenance for equipment regularly,
air filtration) in non-green hotels and customer satisfaction and loyalty. In addition,
the results showed that customer satisfaction is a key mediation factor between
green practice (water saving technology, energy efficient lighting, programmable
thermostats, refillable amenity dispensers, maintenance for equipment regularly,
air filtration) and customer loyalty to hotels. Moreover, in this study by Yarimoglu
and Gunay (2019) found that environmentally friendly activities/green practices
(conserving energy, limiting water waste, installing eco‐friendly filtered water
dispensers; water conservation, energy efficiency and renewable energy) directly
affect customers’ intentions to visit a green hotel in Turkish, and the results also
predicted the effects of visit intentions on willingness to pay.These measurement
scales of application of energy and water management activities are the most
important criterion for the restauranteurs and customers (Wang et al., 2013). Water
conservation, like energy-efficient practices, is linked to facility use and building
features, according to Lo et al. (2011), who recommended that the restaurants
utilize a microbubble or traditional thawing equipment to conserve water, in line
with agreement by Hu et al. (2013), who pointed out that the most significant
criterion in water-focused practices are to optimize the water-saving facilities,
which can consist of installing flow regulators, low-flow toilets, and waterless
urinals in bathrooms (Jeong et al., 2014; Jeong and Jang, 2010; Mai et al., 2023).
Trang et al. (2019) have explored green hotel attributes and guests’ intention
generation to visit a green hotel, and the guests practice pro-environmental actions
during they stayed in a hotel. The results found four antecedents of green hotel
attributes, including energy efficiency, water efficiency, recycling policy and green
characteristic with underlie 24 dimensions to measure these factors. The only
customer benefit, energy efficiency, and green characteristic have a positive effect
on pro-environmental value and attitude and these factors increase positively affect
intention to practice environmentally friendly actions and visit a green hotel of
guests. However, water efficiency, recycling policy, pro-environmental value did
not affect pro-environmental attitude. The weak point of this study is that they did
not identify relationship between green practices and guests’ intention generation
to visit a green hotel. Moreover, it did not analysis the mediation variables of pro-
environmental value and attitude in the customer intention model.
2.2.3. The application of eco-friendly supplies

The application of eco-friendly supplies pertain to non-toxic and environmentally
friendly products (Laroche et al., 2001) or activities (Wang, 2012). Thus, the focus
of these restaurants is as follows: use the environmentally friendly cleaners to wash
the dishes, and linen napkins, table clothes, and to clean the tables and floors, use
the take-out containers that are biodegradable (paper) or recyclable instead of using
Styrofoam (Jang et al., 2015; Jeong and Jang, 2010; Mai et al., 2023). Moreover,
GRA encourages the restaurants to minimize waste by purchasing goods that
produced from bio-based materials or recycled materials (GRA, 2021), in lieu of
plastic utensils, the restaurants encourage the application of eco-friendly supplies
with single-use eating wares (Chiu and Hsieh, 2016). However, these replacements
incur costly expenditures, and it remains a hurdle for some restauranteurs (Chiu and
Hsieh, 2016). Moreover, in this study by Yarimoglu and Gunay (2019) found that
environmentally friendly activities/green practices (eco‐friendly cleaning supplies)
directly affect customers’ intentions to visit a green hotel in Turkish, and the results
also predicted the effects of visit intentions on willingness to pay. In developing
countries, the restaurants focus on the criteria of Green Lotus label certification
to apply green practices for proteting environment, and it reduces the disposable
containers that is an one of the optional criteria, but it emphasizes the use of
sustainable and non-toxic chemicals cleaners, labeled with a Green Mark (VNAT,
2013).
2.2.4. The application of organic food-green products and materials

Menu sustainability presents for organic foods, it reflects the application of organic
food-green products and materials that benefit the environment’ sustainable
development, it is often associated with eco-friendly products and locally grown
produces (Kwok et al., 2016; Mai et al., 2023). Thus, the focus of these restaurants
is as follows: use local ingredients, organic food/products on the menu, use fish
and seafood harvested sustainably and free of harmful pollutants, the restaurants
avoid genetically modified foods (Jang et al., 2015; Ray Wang., 2012; Schubert et
al., 2010; Yusof et al., 2017; Jeong and Jang, 2010; Mai et al., 2023) who stated
that menu sustainability present the application of organic food-green products
and materials, it reflects the owners of the restaurants use locally grown foods to
reduce transportation. And it emits fewer carbon emissions than imported foreign
commodities, it effectively decreases carbon footprints and global warming (Jones
et al., 2004). In Malaysia, Yusof et al. (2017) predicted a positive relationahip
between green practices (organic food) in non-green hotels and customer
satisfaction and loyalty. In addition, the results showed that customer satisfaction
is a key mediation factor between green practice (organic food) and customer
loyalty to hotels. Moreover, in the study by Yarimoglu and Gunay (2019) found
that environmentally friendly activities/green practices (serving local and organic
food) directly affect customers’ intentions to visit a green hotel in Turkish, and the
results also predicted the effects of visit intentions on willingness to pay. Schubert
et al. (2010) conducted t-tests of importance of green practice areas, consumers’
attitudes, and behavioral intentions towards environmentally sustainable practices
in restaurants, with 455 respondents in five casual dining restaurants, their study
have gained an insight into consumers’ attitudes, and willingness to pay more for
green restaurant practices. However, they didn’t find any relationships between
green practices (reduce energy usage and waste; use biodegradable or recycled
products; use organic products; serve locally grown food) and consumers’ attitudes
and behavioral intentions and willingness to pay more for green restaurant practices.
Their study showed that the customers care of protecting the environment, and the
customers would be willing to pay more to offset any additional costs related to
green practices.
2.3. Green practices and customer intention to purchase eco-friendly products

in green restaurants
Customers’ ecological behavior intentions has been widely investigated thanks to
the expanding research on customer behavior and the recent green management
trend (Kang et al., 2012; Namkung and Jang, 2017). Due to the hesitation while
purchasing green products, which often cost more than normal, customers’
patronage intention is critical to be examined among different dimensions of eco-
friendly behavioral intents. The term patronage intention or customer intention
to purchase green products that has not been defined academically in consumer
behavior research due to its simplicity in meanings. As a result, the author proposes
customer intention to purchase green products in a green restaurant (DiPietro et al.,
2013-a), or dining intention in short, it reflects the customers’ desire to participate
in purchasing eco-friendly products and dining in the green restaurants (Jang et

al., 2015; Shapoval et al., 2018). It is noticeable from the literature review that
customers’ intentions to patronize a green restaurant, this topic has gotten little
attention to do a study to identify customers’ willingness to pay more or purchase
green products (Laroche et al., 2001; Tan and Yeap, 2012). Scholars often combined
all behavioral stage aspects into one single variable, termed ecological behavioral
intention such as customers’willingness to pay more for green products (DiPietro
et al., 2013-a). However, despite the fact that the effects of green practices on
customers’ behavior represents a patronage intention of consumer who commit to
purchase or revisit the green restaurants, this topic have not been well-studied, it
has been a scarcity of research on customer patronage intention, as well as it lacks
of the various empirical studies to determine the effects of each green practice on
the variable of customer intention to purchase green products (Choi et al., 2009;
Jeong and Jang, 2010). According to the literature, the following hypotheses were
proposed:
H1: Application of recycling and composting management activities have a
positive influence on customer intention to purchase green products.
H2: Application of energy and water management activities have a positive
influence on customer intention to purchase green products.
H3: Application of eco-friendly supplies have a positive influence on customer
intention to purchase green products.
H4: Application of organic food-green products and materials have a positive
influence on customer intention to purchase green products.
2.4. Green practice restaurants and pro-environmental emotional attachment

In research marketing, Vlachos et al. (2010) has theoretically and conducted
an empirical study, the results has proven that consumers do develop their
emotions and their attachments to a particular brand of company, customers’ pro-
environmental emotional attachment was found to have a great impact on post-
purchase behaviour, brand commitment. Other studies indicate that customers have
a strong emotion and attachment to a brand or a store, the more emotional bond of
customers when their needs were met, such as feelings of self-connection (Hwang
and Kandampully, 2012), feel satisfied with a firm, a restaurant, positive feeling to
dine in a restaurant (Wu et al., 2019) . This is also corroborated by Park et al. (2010)
who confirm that customers have positive feelings that can create their attachment
to a brand or a place due to the brand’s fulfilment of the customers’ specific needs
and the brand reflects the customers’ self-concepts, so the customers have a positive
emotion and attachment to a restaurant that led to be elicited by business’s green
initiatives (Xie et al., 2015), and it increases a familiarity and continues for dining
in a restaurant, in which can create an attachment between the customer and the
restaurants (Wu et al., 2019). When customers support green businesses that share
a common value, they might have a deeper sense of connection and, as a result,
become more emotionally attached to them. As evidenced by the attachment
theory (Jang et al., 2015). When a service fulfills their social intimacy and personal
needs notably to reflect their self-concepts, so the customers establish a significant
influence on customers’ pro-environmental emotional attachment to a restaurant
(Hwang and Kandampully, 2012). Following this notion, when a service represents
customers’ beliefs by becoming green, they feel more connected to the service,
so the emotional bonds of customers that respondants form with particular green
practices of the restaurant (Yuksel et al., 2010; Jang et al., 2015; Wu et al., 2019).
Jang et al. (2015) have examined the impacts of green practices on customers’pro-
environmental emotional attachment to the restaurant, however, the finding is
constrained in the cafe context, and it did not adequately reflect other settings in
the restaurant industry, which might led to a bias if other studies employ the latter
practice. To fill the research gap, this research looked into the following hypotheses
to understand how each green practices have influenced on customers’ pro-
environmental emotional attachment to the restaurant.Therefore, it is reasonable
to assume that green practices could enhance the customers’ pro-environmental
emotional attachment to the restaurant by adopting and implementing green
practices. From the discussion above, the following hypotheses were proposed:
H5: Application of recycling and composting management activities have a
positive influence on customers’ pro-environmental emotional attachment to
the restaurant.
H6: Application of energy and water management activities have a positive
influence on customers’ pro-environmental emotional attachment to the
restaurant.
H7: Application of eco-friendly supplies have a positive influence on
customers’ pro-environmental emotional attachment to the restaurant.
H8: Application of organic food-green products and materials have a positive
influence on customers’ pro-environmental emotional attachment to the
restaurant.
2.5. Customers’ pro-environmental emotional attachment to the restaurant

and customer intention to purchase green products
According to self-expansion theory, one can have an inbuilt incentive to absorb the
values of the subject into their self-concept. This means, the deeper the emotional
connection, the more these subjects represent the individual-self and the more they
are significant to one’s life goals and personal concerns. In a business context, the
more a customer is inclined to commit to a company, the more likely they make
financial sacrifices (Park et al., 2010). The novel relationship between customers’
pro-environmental emotional attachment to the restaurant and willingness to pay
has not investigated. Because the consumer behavior is reflected a predictor of
behavioral intention in many studies, customers’ pro-environmental emotional
attachment to the restaurant have an impact on customer loyalty, revisit and
word-of-mouth, and customers’ intention towards green restaurant (Jang et al.,
2015; Moise et al., 2019; Zhang and Kim, 2013). For the customer behaviour
in patronizing to purchase eco-friendly products of the restaurant, Thomson
et al. (2005) found customers’ pro-environmental emotional attachment to the
restaurant can predict willingness to pay a premium price but not mentioned its
association with willingness to dine at the restaurant. Thus, from discussion above,
it is reasonable to draw a hypothesis for predicting the effect of customers’ pro-
environmental emotional attachment to the restaurant on customers’ intention in
a customer intention to purchase eco-friendly products have not examined in the
context of green restaurants in HCM City:
H9: Customers’ pro-environmental emotional attachment to the restaurant
has a positive influence of customer intention to purchase green products.
2.6. Mediating role of customers’ pro-environmental emotional attachment to

the restaurant
As the objective of this study was to address a gap in the research by attempting to
determine the indirect effect of green practices on customer intention to purchase
green products via customers’ pro-environmental emotional attachment towards
green practices that have not studied yet before (DiPietro et al., 2013-a; Ray Wang,
2012; Yusof et al., 2017; Schubert et al., 2010; Jeong and Jang, 2010). Unlike
earlier mentioned factors, we place the factor of customer’ pro-environmental
emotional attachment as the mediating variable to explore the indirect effect
between green practices and customer intention to purchase green products, the
novel relationship between customer’ pro-environmental emotional attachment and
customer intention to purchase green products has not yet to be well-investigated.
Despite its prominence as a predictor of behavioural intention in consumer
behaviour research, pro-environmental emotional attachment has only been
shown to have an impact direct on customer intention to purchase green products,
revisiting and word-of-mouth intention towards green restaurant (Jang et al., 2015;
Zhang and Kim, 2013). Moreover, Yuksel et al. (2010) have proved successfully
a positive relationship between attachment factor and tourists satisfaction in
holiday experiences, customer’s pro-environmental emotional attachment and
destination loyalty of tourists, they point out the consumers can develop their pro-
environmental emotional attachment to a place, because the destination can fulfill
guests’ specific goals, needs activities, its symbolic meaning, therefore, customer’s
pro-environmental emotional attachment is an important antecedent to measure

consumers satisfaction and customer intention to purchase green products that
based on dimensions such as place attachment and place bonding lead to evoke
strong emotions that have influence of a person’s behavior, intention to purchase
(Yuksel et al., 2010) and defined attachment can affect the guests what they feel, see,
think, these elements of attachment increased knowledge about a place, emotional
connection with place and lead to improve customer intention to purchase green
products (Yuksel et al., 2010). Past studies viewed customers’ pro-environmental
emotional attachment factor was an outcome variable to predict the activity
involvement and place characteristics of tourists as well as an antecedent variable
to predict consumer loyalty, customer satisfaction (Yuksel et al., 2010). Therefore,
this study supposes a new hypothesis to test the effect of these relationships, this
study examine indirect correlations between green practices and customer loyalty
via consumers’ pro-environmental emotional attachment, the following hypothesis
was proposed:
H10a: Customer intention to purchase green products are indirectly affected
by application of recycling and composting management through the
mediating role of customers’ pro-environmental emotional attachment.
H10b: Customer intention to purchase green products are indirectly affected
by application of energy and water management through the mediating role
of customers’ pro-environmental emotional ettachment.
H10c: Customer intention to purchase green products are indirectly affected by
application of eco-friendly supplies through the mediating role of customers’
pro-environmental emotional attachment.
H10d: Customer intention to purchase green products are indirectly affected
by application of organic food-green products and materials through the
mediating role of customers’ pro-environmental emotional attachment.
Based on the literature review, the researchers proposed the conceptual framework
of the study, is proposed for empirical validation (Figure 1).
Figure 1: Proposed Research Model
Source: Author’s elaboration
3. Methodology
As the questionnaire is used as a data collection tool in this section the questionnaire
design with measurements used is explained. Followed with sample size and data
collection process, as well as target population description. At the end, data analysis
methods are presented.
3.1. Questionnaire design and data collection
3.1.1. Measurements and survey instrument

A questionnaire was built based on existing literature reviews and items were
adapted from previous studies with factors: four items to measure customer
intention to purchase green products were dapted from DiPietro et al. (2013-a),
Jang et al. (2015), and Shapoval et al. (2018), nine items to measure customers’
pro-environmental emotional attachment (Yuksel et al., 2010; Jang et al., 2015),
factors of green practices consist of five items to measure application of recycling
and composting management activities; seven items to measure application of
energy and water management activities; three items to measure application of eco-
friendly supplies; four items to measure application of organic food-green products

and materials (Jang et al., 2015; Ray Wang, 2012; Schubert et al., 2010; Yusof et al.,
2017; Jeong and Jang, 2010). To ensure the content validity based on the literature
review and items used in prior studies, a drafted questionnaire was built and get
viewpoints of two experts of manager restaurants and two academic lecturers in
food and beverage field to review and evaluate the items and get feedback to revise
the questionnaire if it needs to change some errors like phrase, words, difficult
understand the terminology, then the questionnaire was modified, and we conducted
a pretests with three guests who were having lunch in restaurants to re-evaluate
the importance of all the measurement scales of these factors. A questionnaire was
the main instrument of data collection for this study.This research was assessed all
measurement scales on an instrument 5-point Likert-scale, equivalent to strongly
disagree, disagree, neutral, agree, and strongly agree respectively, using a self-
administered questionnaire (Eby et al., 2013) sent to informant. A questionnaire
included two sets of questions and was divided into two main parts. The first
parts measured the respondents’ evaluation about factors of green practices, then,
the respondents rated their level of agreement with statements pertaining to a
customers’ pro-environmental emotional attachment to a restaurant, and customer
intention to purchase green products. The second part was designed to generate
descriptive information about the respondents. It included gender, age, the level
of education, occupation, average income, frequency of dining at restaurants, and
frequency of choosing to dine at green practice restaurants, all of which affects
customer perception and satisfaction with green practice restaurants. All the items
of the constructs were adapted from extant studies to augment content validity (see
Table 1).
3.1.2. Sample size and data collection

To obtain a heterogeneous sample and get the generalizations and collect
different perceptions of consumers, so we collected data in diverse group of
guests’ restaurants to reach research objectives. This research was designed as
an exploratory and confirmatory study to test a causal relationship to examine
consumer behavior about green practices in the restaurants in HCM City, Vietnam,
HCM City is known for being the convergence place of many long-standing
culinary cultures, the busiest and most developed cuisine area in Vietnam, and it
has therefore been selected as a test market for testing consumer behavior about
green practices.In HCM City has 307 restaurants (vietnamtourism, 2022), we
selected 12 restaurants in the sample to survey the restaurant customers based on
the hotel green restaurants that were got certificate green lotus or an eco-label of
Vietnam’s government (vietnamtourism, 2015), then we also selected 12 restaurants
based on rating from tourists on Tripadvisor (2022), Topbrands (2022), justfly.
vn and Digiticket (2022).Moreover, the respondents participated in this study
should meet certain criteria. First, we selected guests who were having dinner in
the restaurants while they are waiting to serve. Second, we split guests in three
segments, we selected two five stars food and beverage restaurants, and they agreed
to participate, four casual dining restaurants were selected because these restaurants
are frequented by the most diverse group of customers, and finally six fine dining
restaurants were selected because they are frequented by the most business tourists
and rich people, therefore 12 restaurants were selected in this study because of
the frequented by the most green consumers. Third, all these guests voluntary to
participate in this study. Finally, the restaurant guests who are aged from 18 years
or older were selected to answer the questionnaire. These restaurants support us
to deliver a survey questionnaire directly to their guests we conducted a survey
from Wednesday to Sunday during the day time and evening hours, a hard copy
questionnaire was administered to the guests and took approximately eight minutes
to complete. Regard to sample size of empirical data collection in this study, some
scholars suggested that a minimum subjects to item ratio of at least 5:1 in EFA (Hair
et al., 2011). The conceptual framework in this study go with 6 variables includes
32 items, so the minimum number of respondents for this study was at least 192
cases (32x6), however, the more respondents are the better to increase the reliability
of data collection (Hair et al., 2011).
3.1.3. The target population

The population of this study focuses on customers of restaurants and often dine
in green practice restaurants in Ho Chi Minh City (HCM City), customers aged
between 18 and 70 years old. Due to the limit time, we used convenience sampling
technique to collect data. The questionnaire was provided in both Vietnamese and
English as the target population was Vietnamese and foreigners who are living in
HCM City. A total of 400 questionnaires were administered to restaurant guests.
The final sample included 358 completed questionnaires, and there were 42 cases
that were not completed answering all questions, the total number of respondents of
the survey in this research showed there were 30 foreigners, and 328 Vietnamese.
The data has been collected directly by staff of restaurants and the researchers from
February to September 2022.
3.2. Data analysis method

This study was designed as an exploratory and confirmatory research to identify
the influence of green practices on Customer intention to purchase green products
in the green practice restaurants through customers’ pro-environmental emotional
attachment. Multiple statistical techniques were employed in order to obtain more
accurate results and better conclusions. For instance, the collected responses were
coded and screened for errors before any analytical techniques were applied.
Statistical Package for the Social Science (SPSS) version 20.0 and Smart-PLS
software with a version 3.0 to evaluate research model (Hair et al., 2011) for
variance-based structural equation modelling (SEM) using the partial least squares
(PLS) path modelling was used to run the data. SPSS was first used to screen
the data and detect missing values and outliers, analyse descriptively, as well as
test the distribution of the demographic data. PLS-SEM was then used to assess
the correlations between latent variables in the conceptual model, PLS-SEM
was selected because it is suitable for the study of complex constructs and both
exploratory and confirmatory research, it demonstrated on maximizing the variance
of endogenous latent variables interpreted by the exogenous variables in reverse
to reflect the experimental covariance matrix (Prayag and Lee, 2019), and this
research model was developed using many extant theories. As such, the prediction
among latent variables in the model required PLS-SEM (Hair et al., 2011). The non-
parametric bootstrapping was measured with 2000 replications (Hair et al., 2011).
The data obtained after running PLS-SEM was assessed in two steps to analysis
the collected data (Hair et al., 2011). First step, the 358 valid data were tested for
the reliability and validity of measurement scales of the outer model by using
composite reliability (CR), average variance extracted (AVE), and Cronbach’s alpha.
At the second step, we focused on identifying the potential relationship amongst
these constructs, the structural model assessed with the appropriate results of the
measurements in this research model, as well as the significance and effects of path
coefficients. Hair et al. (2019) stated that the PLS is used for prediction-oriented
research, and it aims to maximize the explained variance of dependent variables,
and it also can be used if less rigid theoretical backgrounds are available. Regard to
the inner model explains the relationships between the exogenous variables of green
practices (application of recycling and composting management activities, application
of energy and water management activities, application of eco-friendly supplies,
application of organic food-green products and materials) and endogenous latent
variables (customers’ pro-environmental emotional attachment, customer intention to
purchase green products) along with the outer model explains the relationships among
the latent variables and their observed indicators and was used to test the research
hypotheses by evaluating the inner model (β) path coefficient sizes and significance.
Using the non-parametric bootstrapping method (Hair et al., 2011).
4. Empirical data and analysis

This section covers analysis of the participant’s profile and presents measurement
model results. Also, to test the posited hypotheses, assessment of the structural
model through testing multi-collinearity, predictive power of structural model and
predictive relevance are presented. At the end of the section mediating analysis is
presented and explained.
4.1. Profile of participants

From the results of the descriptive analysis, it provides the demographic profile
of 358 the respondents from 12 restaurants in HCM City in Vietnam. Most
respondents were female (62.6%) who are intention to purchase green products
in the restaurants, while the male accounted for 37.4%. Most of the respondents
were between the ages of 18 to 70, and the largest group aged between 18 and 25
years (65.1%), the second large group aged between 26 and 30 years (20.1%), the
third large group aged between 31 and 40 years (10.9%), finally, aged between 41
and 70 years (3.9%). Most restaurant customers are working age i.e., Generation
Z who spend more on their daily needs. A large of the respondents had obtained
a bachelor’s degree (45%) and higher/graduate degrees (40%) and had obtained
college experience (14.5%). In terms of occupation, most respondents were college
students (51.1%). This was followed staff by 36.3 percent who worked full-time,
and 12.6% with higher positions in a company such as manager, vice manager,
director, vice director. In terms of the respondents’ monthly income, roughly 36.6
percent of the respondents had low to middle level incomes (<11 million Vietnam
Dong), while 32.4 percent of the respondents earned high incomes (>11 million
Vietnam Dong). The remaining 31 percent of the respondents earned less than five
million Vietnam Dong per month. In terms of eating habits, respondents were asked
about their level of frequent dining at a green restaurant. About half (52.8%) of the
respondents did not routinely dine in a green restaurant, while 26.5 percent of the
respondents had dined in a green restaurant at least once a week. The remaining
20.7 percent of the respondents reported dining in a green restaurant at least twice
a week.
4.2. Measurement model results

First stage, we have assessed the convergent validity and consistency reliability for
each indicator and utilized (CR) composite reliability and (AVEs) average variance
extracted to examine it. Composite reliability (CR) was applied to estimate internal
reliability (Netemeyer et al., 2003) and average variance extracted (AVE) was to
assess convergent validity (Fornell and Larcker, 1981). The minimum value for
composite reliability was at least 0.7 and for average variance extracted was from
0.5 (Fornell and Larcker, 1981; Hair, et al., 2014). Table 1 describes the results of
composite reliability of all the constructs. In Table 1 presents CR ranged from 0.811
to 0.940, in line with Hair et al. (2011) suggested that CR should be 0.6 is accepted.
The AVEs ranged from 0.522 to 0.741 for each factor in line with Hair et al. (2019)
pointed out that the AVEs should be 0.5 or higher is acceptable, this result indicated
that all constructs reflect the model of high levels of internal consistency reliability
and the convergent validity. The primary method assessed internal consistency and
reliability, was Cronbach’s Alpha. Cronbach’s Alpha values are greater than 0.7 that
consider to be appropriate reliability of the measured constructs Hair et al. (2019),
in this study Cronbach’s Alpha ranged from 0.712 to 0.926. Hair et al. (2011)
pointed out that the factor loading did not exceed 0.60 that should be excluded,
in our study there are some indicators were excluded such as RC1, EW1, EW2,
EW3, EA7 because these indicators of application of recycling and composting
management activities, application of energy and water management activities have
factor loadings are less than 0.60 (see Table 1).
Table 1: Summary of dependent variables and independent variables with

measurement model evaluation
Factor
Constructs and Indicators
Loading
Customer intention to purchase green products:
WiCo (Cronbach’s Alpha = 0.751, CR =0.843, AVE = 0.574)
WiCo1: I believe that restaurant should use local products for their menu
0.805
whenever possible.
WiCo2: I prefer to patronize intention with businesses that are
0.674
environmentally friendly
WiCo3: I prefer to purchase services from organizations that practice green
0.819
initiatives
WiCo4: I am willingness to pay up to 5 percent more for environmentally safe
0.724
services.
Customers’ pro-environmental emotional attachment:
EA (Cronbach’s Alpha = 0.926, CR = 0.940, AVE = 0.664)
EA1: I feel this green restaurant is a part of me. 0.804
EA2: I identify strongly with this green restaurant. 0.848
EA3: Visiting this green restaurant says a lot about who I am. 0.833
EA4: I am very attached to this green restaurant. 0.855
EA5: I feel a strong sense of belonging to this green restaurant. 0.881
EA6: This green restaurant means a lot to me. 0.859
EA8: At times that I eat out at other restaurants and feel uncomfortable
because of their unfriendliness with the environment, these green practice 0.697
restaurants come to mind.
EA9: If someone praised these eco-friendly restaurants, I would feel pleased. 0.804
Green Practices Applications in Restaurants:
Application of recycling and composting management activities:
RC (Cronbach’s Alpha = 0.712, CR = 0.811, AVE = 0.522)
RC2: Provide recycling bin in store 0.622
RC3: Conduct food waste composting programs 0.630
RC4: Purchase products made from recycled or rapidly renewable materials 0.837
Factor
Constructs and Indicators
Loading
RC5: Reuse materials from other construction sites or buildings that have
0.777
closed
Application of energy and water management:
EW (Cronbach’s Alpha = 0.743, CR = 0.838, AVE = 0.565)
EW4: Replace exit lights with LED’s 0.730
EW5: Use motion detectors for lights in the restroom 0.715
EW6: Use of a system which monitors and controls comfortable temperatures
0.812
efficiently with the HVAC (Heating, Ventilating and Air Conditioning) system
EW7: Keep the entrance door closed or use a double entrance door 0.747
Application of eco-friendly supplies:
ES (Cronbach’s Alpha = 0.825, CR = 0.896, AVE = 0.741)
ES1: Use of environmentally friendly cleaners for dishes, and linen. 0.873
ES2: Use of environmentally friendly cleaners for tables and floors. 0.905
ES3: Use of take-out containers that are biodegradable (paper) or recyclable
0.801
instead of using Styrofoam.
Application of organic food-green products and materials:
MS (Cronbach’s Alpha = 0.748, CR = 0.840, AVE = 0.567)
MS1: Offer local ingredients on the menu. 0.752
MS2: Offer organic food on the menu. 0.748
MS3: Offer fish and seafood harvested sustainably and free of harmful
0.787
pollutants.
MS4: Avoid genetically modified foods. 0.724
Notes: CR: composite reliability; AVE: average variance extracted.

Source: Author’s calculation
After indicator’s reliability and convergent validity were confirmed, the

discriminant validity was assessed, in this study employed the ratio by Fornell and
Larcker (1981) to found the square root of AVEs, each latent variable should be
greater than the correlations among the construct, and it can be used to establish
discriminant validity in case the square root of AVE values are bigger than other
correlation values among the latent variables (Hair et al., 2019). Other latent
variables were well established the discriminant validity. As Hair et al. (2011)
pointed out that an indicator’s loadings that should be higher than all of its cross
loadings, the Fornell-Larcker criterion demonstrates that each latent variable
shares more variance with its own indicators than the other latent variables
in the conceptual model. Therefore, each variable’s square root value of AVE
should be greater than its highest correlation compared with the other constructs.
Furthermore, the item loadings of a construct should be greater than the loadings of
other constructs. Table 2 presents the results of discriminant validity was supported
all constructs, it ranged from 0.723 to 0.861, which indicated that the identified
components fit the Fornell-Larcker criteria (Fornell and Larcker, 1981; Hair et al.,
2019).
Table 2: Discriminant validity of Fornell and Larcker criteria results

(1) (2) (3) (4) (5) (6)
(1) Application of eco-friendly supplies 0.861
(2) Customers’ pro-environmental emotional
0.266 0.815
attachment
(3) Application of energy and water
0.522 0.375 0.752
management
(4) Application of organic food-green products
0.574 0.376 0.483 0.753
and materials
(5) Application of recycling and composting
0.571 0.432 0.550 0.564 0.723
management
(6) Customer intention to purchase green
0.369 0.662 0.455 0.445 0.532 0.758
products
4.3. Assessment of the structural model results
4.3.1. Testing multi-collinearity

Before assessing the structural model, we evaluated multi-collinearity among
variables to prevent misleading regression results. When there are inter-correlations
across predictor variables in a model, the value of the endogenous variables cannot
predict independently, so the variance inflation factor (VIF) was used to check the
multi-collinearity problems. All VIF’s results are all below the cutoff value of 5,
indicating that there are no collinearity issues across predictor constructs (Hair et
al., 2021). According to Hair, et al. (2010) proposed the acceptable criterion for
VIF smaller than 4; otherwise, If VIF values bigger than 5 that indicated that multi-
collinearity would exist problems in predictor variables, collinearity problems
(Hair, et al., 2017; Jintanee Ru-Zhue et al., 2022). From the collinearity statistics
in our study, VIF values range from 1.306 to 1.961, which indicated that multi-
collinearity is not a problem in this data. The measure outcomes of conceptual
framework have been agreeable. After that, the explanation of the target endogenous
variables (customers’ pro-environmental emotional attachment, customer intention
to purchase green products) variance were exploited to investigate the adequate of
the predictive model.
4.3.2. Testing predictive power of structural model

Next, the model fit was evaluated by examining the predictive power of the
structural model was estimated the R2 weight of endogenous constructs were
valued. The R2 value is between 0 and 1, with greater values exhibiting a higher
explanatory power. As a guideline of Peng and Lai (2012) suggested that the
thresholds of R2 values at 0.75, 0.50, and 0.25 can be assessed as substantial,
moderate, and weak predictive accuracy (Hair et al., 2011; Jintanee Ru-Zhue et
al., 2022). Following this, our results point out that the coefficient of determination
(R2) was 0.234 for customers’ pro-environmental emotional attachment, it indicated
that 23.4% of the variation in customers’ pro-environmental emotional attachment
was weak predictive accuracy by application of eco-friendly supplies, application
of energy and water management activities, application of organic food-green
products and materials, application of recycling and composting management
activities. Following, the R2 weight of customer intention to purchase green
products were 0.529 that indicated that 52.9% of the variation in customer intention
to purchase green products were moderately predicted accuracy by customers’
pro-environmental emotional attachment, application of eco-friendly supplies,
application of energy and water management activities, application of organic food-
green products and materials, application of recycling and composting management
activities. In this study the results of R2 are substantial and moderate respectively
with suggestion by previous scholars (Jintanee Ru-Zhue et al., 2022; Hair et al.,
2011; Peng and Lai, 2012).
4.3.3. Testing predictive relevance

Following we used Blindfolding to measure predictive relevance. The instrument
to evaluate the inner model. The value of Q2 is bigger than zero Hair et al.
(2011), so the exogenous constructs were predicted relevance for the endogenous
variables are acceptable model fit. In this study, the average cross-validated
redundancy achieved 0.142 for customers’ pro-environmental emotional
attachment, 0.280 for customer intention to purchase green products, which were
higher than zero. Therefore, there was a high predictive relevance for customers’
pro-environmental emotional attachment, customer intention to purchase green
products to exhibit adequate model fit Hair et al. (2011). Therefore, there was
predictive relevance for customers’ pro-environmental emotional attachment,
customer intention to purchase green products in the research model. Effect size
(f2) is quantified by changes in the R2 when a particular construct is removed
from the model. This determines if the removed construct significantly impacts
the endogenous constructs. As a rule of thumb, f2 values of 0.02, 0.15, and 0.35
are the small, medium, and large effects of an exogenous construct, respectively,
while f2 values below 0.02 represent no effect. application of recycling and
composting management activities (f2 = 0.056) and customers’ pro-environmental
emotional attachment (f2 = 0.730) had the highest f2 values and change in R2
of customers’ pro-environmental emotional attachment and customer intention
to purchase green products, respectively, a structural model fitted reasonably
to the data in this research model. Additionally, except for the application of
eco-friendly supplies, all the predictors affected customers’ pro-environmental
emotional attachment. Conversely, two of the five predictors, i.e., customers’ pro-
environmental emotional attachment and application of recycling and composting
management activities affected customer intention to purchase green products
in green practice restaurants. After running the PLS model, non-parametric
bootstrapping (Wetzels et al., 2009) was utilized to examine the significance of
the path coefficients. Table 3 illustrates that all the paths were significant except
for three hypotheses H3, H4, H7. Figure 2 present the results of test hypotheses,
this research based on non-parametric bootstrapping with 2000 replications to
test the structural model and at the level of confidence interval 95% (Hair et al.,
2011; 2019; Jintanee Ru-Zhue et al., 2022).
Table 3: Summary Results of Path Coefficients – Direct effects
Hypotheses Direct Effects β T-value P-value Decision
Application of recycling and

composting management →
H1 0.197 2.810 0.005 Supported
Customer intention to purchase
green products
Application of energy and water
management → Customer
H2 0.111 2.152 0.032 Supported
intention to purchase green
products
Application of eco-friendly
H3 supplies → Customer intention to 0.015 0.261 0.794 Rejected
purchase green products
Application of organic food-
green products and materials →
H4 0.080 1.434 0.152 Rejected
Customer intention to purchase
green products
H5 0.287 4.134 0.000 Supported
Customers’ pro-environmental
emotional attachment
management → customers’
H6 0.180 3.101 0.002 Supported
pro-environmental emotional
attachment
Hypotheses Direct Effects β T-value P-value Decision
Application of eco-friendly
supplies → Customers’ pro-
H7 -0.098 1.428 0.153 Rejected
environmental emotional
attachment
H8 0.183 2.683 0.007 Supported
Customers’pro-environmental
emotional attachment
Customers’ pro-environmental
emotional attachment → Customer
H9 0.504 11.173 0.000 Supported
intention to purchase green
products
Given that the explanatory power and out-of-sample predictive power are
confirmed, the assessment of statistical significance and relevance of the path
coefficients is performed. Table 3 illustrated the path-coefficients’ results. Figure 2
shows the structural model, which has resulted from the PLS analysis.
Figure 2: Results of Structural Equation Model
Source: Author’s elaboration

The first research question To what extent do green practices in restaurants affect
customer intention to purchase green products? the results show that there are two
factors of application of recycling and composting management activities (β =
0.197; p = 0.005; t = 2.810) have positive relationship with customer intention to
purchase green products, following is application of energy and water management
activities with a low effects of customer intention to purchase green products (β =
0.111; p = 0.032; t = 2.152). Therefore, H1 and H2 are completely supported. Except
of application of eco-friendly supplies and application of organic food-green
products and materials did not directly affect customer intention to purchase green
products, so H3 and H4 were rejected since they did not have statistical significance
(p-value > 0.05). The rejection of these hypotheses implied a disconfirmation of
application of eco-friendly supplies, application of organic food-green products
and materials did not affect customer intention to purchase green products in green
restaurants.
The second research question To what extent do green practices in restaurants
affect customers’ pro-environmental emotional attachment to green products? the
result shows that three of four factors of green practices, including application
of energy and water management activities, application of organic food-green
products and materials, application of recycling and composting management
activities have significantly and directly impact on customers’ pro-environmental
emotional attachment with 5 percent significance. Recycling and Composting is the
most influenced on customers’ pro-environmental emotional attachment with (β =
0.287; t = 4.134; p = 0.000), ranking second is application of organic food-green
products and materials have directly influenced on customers’ pro-environmental
emotional attachment with (β = 0.183; t = 2.683; p = 0.007), following is the
application of energy and water management has directly influenced on customers’
pro-environmental emotional attachment with (β = 0.180; t = 3.101; p = 0.002).
Consequently, the hypothesis H5, H6, and H8 were totally supported, while
hypothesis H7 was rejected, meaning that application of eco-friendly supplies has
no bearing on fostering customers’ pro-environmental emotional attachment.
The third research question Do customers’ pro-environmental emotional attachment
elicit customer intention to purchase green products in green practice restaurants?
the results showed that customers’ pro-environmental emotional attachment and
customer intention to purchase green products in a restaurant implement green
practices was discovered and yield a remarkable significant with (β = 0.504; t =
11.173; p = 0.000). Therefore, the H9 was completely supported. This meant that
if a customer had a strong pro-environmental emotional attachment to the green
practices of the restaurant, he or she would more likely assign their willingness to
pay more to that restaurant over others.
4.3.4. Mediating Analysis

Additionally, to answer the research question 4 To what extent do customers’ pro-
environmental emotional attachment mediate the relationship between green
practices and customer intention to purchase green products? the mediating
analysis results were presented in Table 4, the results illustrated that customers’
pro-environmental emotional attachment completely mediated the correlation
between green practices and customer intention to purchase green products,
including: application of recycling and composting management activities (β
= 0.144) most strongly affected customer intention to purchase green products
followed by application of organic food-green products and materials (β = 0.092)
and application of energy and water management activities (β = 0.091). Therefore,
these hypothesis H10 (H10a, H10b, H10d) were totally supported. However, application
of eco-friendly supplies did not have indirect impact on customer intention to
purchase green products through the mediation of customers’ pro-environmental
emotional attachment, the H10c was rejected.
Table 4: Summary Results of Indirect Effects

Hypotheses Indirect Effects β T-value P-value Decision
H10a customers’ pro-environmental 0.144 3.764 0.000 Supported
intention to purchase green products
management → customers’ pro-
H10b environmental emotional attachment 0.091 3.034 0.002 Supported
→ Customer intention to purchase
green products
Application of eco-friendly supplies
→ customers’ pro-environmental
H10c -0.049 1.391 0.164 Rejected
H10d customers’ pro-environmental 0.092 2.564 0.010 Supported

5. Results and Discussions

To elicit customer intention to purchase green products, in the first objectives,
this study found a strong relationship between green practices of application
of recycling and composting management activities and customer intention
to purchase green products, that confirmed the measurement scales were built
by (DiPietro et al., 2013-a) are in line with previous studies (Jang et al., 2015;
Shapoval et al., 2018; Laroche et al., 2001; Tan and Yeap, 2012). Another important
finding is that the customers evaluate the green practices of application of energy
and water management activities revealed a second strong significant relationship
with customer intention to purchase green products, which confirmed the theories
were built from (DiPietro et al., 2013-a; Dutta et al., 2008; Ray Wang 2012),
are in line with Jang et al. (2015). What is curious about this result is that there
is no relationship between green practices of application of eco-friendly supplies;
application of organic food-green products and materials and customer intention
to purchase green products, because the restaurant customers didn’t evaluate these
factors are the most critical elements affect their behavior intention to purchase the
green products, and it is consistent with Schubert et al. (2010) conducted t-tests
of importance of green practice areas, their study have gained an insight into
consumers’ attitudes, and willingness to pay more for green restaurant practices.
However, they didn’t find any relationships between green practices (reduce energy
usage and waste; use biodegradable or recycled products; use organic products;
serve locally grown food) and behavioral intentions and willingness to pay more
for green restaurant practices. However, it is in contrary to previous studies (Choi
et al., 2009; Jeong and Jang, 2010; Jang et al., 2015; Shapoval et al., 2018; Yusof
et al., 2017; Yarimoglu and Gunay, 2019). Yarimoglu and Gunay (2019) found that
environmentally friendly activities/green practices (eco‐friendly cleaning supplies),
serving local and organic food directly affect customers’ intentions to visit a
green hotel in Turkish, and the results also predicted the effects of visit intentions
on willingness to pay. The study has proven that the application of recycling and
composting management activities; application of energy and water management
supported the restaurants to achieve customer intention to purchase more eco-
friendly products/services directly. However, the awareness of customers towards
application of eco-friendly supplies and application of organic food-green products
and materials cannot be taken heavily as far as restaurant industry is concerned to
understand whether customer intention to purchase green products, the customers
did not support application of eco-friendly supplies and application of organic
food-green products and materials as an antecedent of green practices. Additionally,
the customers/Vietnamese may plant organic gardens at home to cater to their
meals, because Vietnam is a cultural architecture, so they can respond favorably to
the opportunity of being served themself with fresh, locally/ home grown, organic
food, and create an eco-friendly scene when they grow trees, plants to serves as
their organic foods in their gardens. Therefore, the customers here did not evaluate
the application of organic food-green products and materials are an important factor
to affect them to pay more for eco-friendly products.
On the question two to identify the relationship between green practices and
customers’ pro-environmental emotional attachment, this study found that the highest
important factors of green practices are application of recycling and composting
management activities affect customers’ pro-environmental emotional attachment
toward green restaurants, this result was confirmed the theories were built from
previous studies (Vlachos et al. 2010; Jang et al., 2015; Xie et al., 2015). Another
finding showed the second important factor is application of organic food-green
products and materials are associated with customers’ pro-environmental emotional
attachment, are in line with (Jang et al., 2015; Ray Wang, 2012; Schubert et al., 2010).
The third important factor is application of energy and water management activities
affect customers’ pro-environmental emotional attachment toward the green restaurant
of the customers, this finding was confirmed the theories from DiPietro et al. (2013-
a); Ray Wang (2012); this result also reported by Jang et al. (2015); Schubert et al.
(2010); Jeong and Jang (2010). One unexpected finding was that the customers did
not evaluate the significance of application of eco-friendly supplies affect customers’
pro-environmental emotional attachment toward green restaurants, this finding was
contrary with previous studies (Jang et al., 2015; Hwang and Kandampully, 2012;
Yuksel et al., 2010), because the awareness of customers towards application of eco-
friendly supplies cannot be taken heavily as far as restaurant industry is concerned to
understand customers emotion and attachment to the restaurants, the customers did
not support application of eco-friendly supplies as an antecedent of green practices
that did not increase their emotion and attachment.
On the research question three whether customers pro-environmental emotional
attachment elicit the customer intention to purchase green products in green
practice restaurants, this study found that customers evaluate the significance of
customers’ pro-environmental emotional attachment toward green restaurants
lead to enhance the customers’ willingness to purchase more green products
and services, this finding was consisted with previous studies (Jang et al., 2015;
Hwang and Kandampully, 2012; Yuksel et al., 2010). Similarly, Jang et al. (2015)
also identified elements of green practices affect direct and indirect green store
loyalty and green product loyalty through customers’ pro-environmental emotional
attachment. The results indicated that the awareness of customers towards
customers’ pro-environmental emotional attachment can be taken heavily as far as
restaurant industry is concerned to understand customer intention to purchase green
products in green practice restaurants, in this study showed that the customers do
support customers’ pro-environmental emotional attachment to a green restaurant.
Customers’ pro-environmental emotional attachment is as an antecedent of
customer intention to purchase green products that did increase their emotion and
attachment lead to pay more and consume more.
Lastly, research question four, to identify the role of mediating variable of

customers’ emotional attachment mediate the relationship between green practices
and customer intention to purchase green products. Three of four factors, including
application of organic food-green products and materials, application of energy
and water management activities, application of recycling and composting
management activities affect indirect customer intention to purchase green products
via customers’ pro-environmental emotional attachment, in line with previous
studies (Yuksel et al., 2010; Jang et al., 2015). As such, of all the independent
variables, application of organic food-green products and materials, application of
energy and water management activities, application of recycling and composting
management activities were found to play a significant role in forecasting both
customers’ pro-environmental emotional attachment to a green practice restaurant
and customer intention to purchase eco-friendly products. Therefore, if a restaurant
shows their customers see the restaurants use an application of recycling and
composting management activity system, the customer is more likely to fall in the
restaurant and customer intention to purchase green products. The application of
organic food-green products and materials and application of energy and water
management activities were significant variables when considering the mediating
role of customers’ pro-environmental emotional attachment and the level of
customer intention to purchase green products. This result suggests that there
is not direct effect of application of organic food-green products and materials
on customer behavioral intention to purchase green products, however, there is
a relationships’ indirect relationship between application of organic food-green
products and materials and customer intention to purchase green products through
customers’ pro-environmental emotional attachment construct, the results are better
explained the restaurant customers’ behavior about green purchasing products. The
result indicated that respondents were highly concerned about food safety and the
application of energy and water management activities in the restaurants. Therefore,
if the green practice restaurants focus on efficiently managing energy and water
usage and use sustainable food sources, they are more likely to impress their
customers and create a good impression. Then, if the customers develop a strong
customers’ pro-environmental emotional attachment, they show their commitment
to the restaurant and customer intention to purchase green products. The study
also showed that the positive awareness of customers towards green practices has
influence on customer intention to purchase green products indirectly through
customers’ pro-environmental emotional attachment. However, the awareness of
customers towards application of eco-friendly supplies cannot be taken heavily as
far as restaurant industry is concerned to understand indirectly whether customer
intention to purchase green products through customers’ pro-environmental
emotional attachment, the customers did not support customers’ pro-environmental
emotional attachment play as a mediation variable to explore a cause effect of
application of eco-friendly supplies and customer intention to purchase green
products.
5.1. Theoretical contributions

The first contribution of this study found the impacts of green practices on customer
customer intention to purchase eco-friendly products, based on the path analysis
revealed that restaurant’s green practices had a direct influence on customers’
willingness to pay more, the results have confirmed the measurement scales
that were developed by DiPietro et al. (2013-a) because the restaurants use the
application of recycling and composting, energy and water management activities
to achieve financial benefits, reduce environmental costs and meet eco-friendly
consumers’ demand, attain competitive advantages in restaurant industry, this
result complies with the findings of Dutta et al. (2008), Jeong and Jang (2010), and
Namkung and Jang (2013).
The second contribution of this study found the impacts of green practices on
customers’ pro-environmental emotional attachment had proved that three factors of
green practices (application of energy and water management activities, application
of organic food-green products and materials, application of recycling and
composting management activities) contribute to the formation of customers’ pro-
environmental emotional attachment to a green restaurant (Yuksel et al., 2010; Jang
et al., 2015). In similar vein, proposed by Jang et al. (2015) that the strengthened
their report on the significance of this relationship because the effects of restaurants’
green practices on customers’ emotional response are still rarely examined until
now, so our study has filled the gap based on Jang et al. (2015) suggestion and our
study reached this objective, and it also supports the confirmation on the impacts of
place identity on place attachment provided by (Jang et al., 2015).
The third contributions of this study found the empirical results that showed
that customers’ pro-environmental emotional attachment had a positive effect on
the customer intention to purchase eco-friendly products/ services in the green
restaurants, so the results have confirmed the measurement scales from previous
studies (the customer feel this green restaurant is a part of me, the customer identify
strongly with this green restaurant, the customers visit this green restaurant says a
lot about who they are, the customers feel very attached to this green restaurant,
the customers feel a strong sense of belonging to this green restaurant, this green
restaurant means a lot to them, the customer eat out at other restaurants and feel
uncomfortable because of their unfriendliness with the environment, these green
practice restaurants come to mind, if someone praised these eco-friendly restaurants,
the customer would feel pleased (Jang et al., 2015; Hwang and Kandampully, 2012;
Yuksel et al., 2010).
The four contributions of this study found the indirect impacts of green practices
on customer intention to purchase eco-friendly products via customers’ pro-
environmental emotional attachment, this is the first study to find the role mediation
variable of customers’ pro-environmental emotional attachment between green
practices and customer intention to purchase eco-friendly products/ services that

were endorsed in Vietnam context, so the results have confirmed the measurement
scales from previous studies (DiPietro et al, 2013-a; Jang et al., 2015; Shapoval
et al., 2018). This result yielded the assertion that customers’ pro-environmental
emotional attachment to an object or services are associated with a financial
investment that is willing to pay up to 5 percent or more for protecting environment
and safe services (DiPietro et al, 2013-b). The customers also believe in restaurant,
where the restaurants use local products, so the customers patronize intention
with these businesses and environmentally, therefore, the customers purchase
eco-friendly products or the services from organizations that implement green
initiatives.
5.2. Practical implications

As the level of green consciousness increases among customers in HCM City and
around the world, restaurants should focus more on green operation strategies to
have a competitive advantage. This study provides several methods of eliciting
customer intention to purchase more eco-friendly products as well as to increase
the customer intention to purchase more eco-friendly products in restaurant market.
In practice, the restaurants should invest more finance to application of recycling
and composting, energy and water management activities, this study did not found
the significant of menu sustainability and eco-friendly supplies, therefore, the
restaurants should focus more on these factors to increase the customer customer
intention to purchase more, the restaurants were also encouraged to attain
application of eco-friendly supplies to establish customers’ pro-environmental
emotional attachment to the services of restaurants. The restaurants consider using
suppliers of foods to offer organic foods to customers, such as the restaurants
purchase local products and organic food to carry out commitment a sustainability
menu. Moreover, the government should support finance and reduce tax for these
green restaurants. In addition, the managers should cooperate with suppliers
who must invest technology and use green practices to produce in organic foods
that increase to protect sustainability environment and foster customers’ pro-
environmental emotional attachment with the friendly services and indirectly
trigger their willingness to dine at the green restaurants.
Furthermore, the government should issue the green certificate for the restaurants
that applied green practices and are strongly encouraged the restaurant and
hospitality industry to apply green practices such as recycle and compost since it
influences customers’ pro-environmental emotional attachment toward the services
of restaurants as well as the customers’ patronizing decisions to choose the green
restaurants, the other factors of green practices affect customers’ willingness are
application of recycling and composting management activities, so the managers
of restaurants should provide recycling bins in the restaurant, conduct a food
waste program, purchase products manufactured from recycled or fast renewable

materials, and reuse the materials from other construction sites. Therefore, the
managers of restaurants should create effective application of recycling and
composting management activities, use sustainably sourced ingredients, and
implement application of energy and water management activities.
This study supports the idea that, not only in developed countries but in Vietnam
as well, customers are greatly concerned with these three factors and recognize
that they are factors to develop business sustainability. This could take time and
multiple tries as application of recycling and composting management activities
are not something that everyone is enthusiastic to adopt due to the complexities
involved and the application of recycling and composting management activities
in Vietnam is incomplete. Besides the application of recycling and composting
management activities, other factors are also important to maintain and improve the
business of restaurants are the execution of energy-and-water efficient solutions that
can bring fruitful results to restaurant’s operations by enhancing customers’ pro-
environmental emotional attachment and willingness to dine at the restaurants.
Based on demographic analyses, this study found that female customers accounted
for 62.6%, who are intention to purchase green products in the restaurants.
Moreover, the restaurant customers are young group between 18 to 25 years old,
the young customers accounted for 65.1% to be willingness to purchase the green
products and support green practices in the restaurants to protect environment
as well as willingness to return to dine at the green restaurant because of its
environmental functions, and when they visit this green restaurant , so the manager
of restaurants and marketers should focus on this group and invest finance to
advertise the services of restaurant to this young group. Furthermore, the managers
of restaurants should consider using equipment that provides seating where
takes advantage of bright sunlit dining areas could also impress environmentally
conscious customers. When customers are more informed of a restaurant’s green
practices and their positive impact on the surrounding environment, they will be
more likely to form an customers’ pro-environmental emotional attachment and
increase customer intention to return these restaurants.
6. Conclusions
This study has reached the research objectives to identify what factors of green
practices affect customer intention to purchase green products via customers’
pro-environmental emotional attachment to a restaurant. The current work
contributed to the extant literature by verifying previous results and confirming the
measurement scales in restaurants in Vietnam context adopted from the previous
studies. Moreover, this research contributed to extending the TPB by adding
customers’ pro-environmental emotional attachment into the TPB to explore the

customers’ behavior and intention to purchase green products.
Firstly, the results yield a positive significant statistical relationship between
green practices (application of recycling and composting management activities,
application of energy and water management) and customer intention to purchase
green products, the study proved the adoption of the application of recycling and
composting management activities are the most significantly impacting practices
on customers’ patronage intention at a green restaurant, these measurement scales
are the most important indicators of green practices drive customer behavioral
intentions at a coffee shop, it also confirmed the application of recycling and
composting management activities in restaurants HCM City context, the items
are using recyclable take-out containers and implementing recycling program are
positive significant in this study. The restaurants apply the saving water and energy
efficiency and joining recycling programs that lead to affect more on customers’
behavioral intention to purchase green products. As a result, the green initiatives
in green restaurants have a positive impact on customer intention to purchase eco-
friendlier products or services in the restaurant industry. The results proved that
green practices, including the application of recycling and composting, energy, and
water management activities are an antecedent of customer intention to purchase
green products.Secondly, the contribution of this study found the impacts of green
practices on customers’ pro-environmental emotional attachment had proved that
three factors of green practices (application of energy and water management
activities, application of organic food-green products and materials, application
of recycling and composting management activities) contribute to the formation
of customers’ pro-environmental emotional attachment to a green restaurant
and customers’ pro-environmental emotional attachment, respectively. It also
overcomes the limitation of previous studies by testing green practices that directly
affect customers’ emotions and attachment to green restaurants, which confirmed
three factors are important and antecedents of customer emotional attachments
that contribute to the formation of customers’ pro-environmental emotional
attachment to green restaurants. The results proved that green practices, including
the application of energy and water management activities, the application of
organic food-green products and materials, application of recycling and composting
management activities are an antecedent of customers’ pro-environmental
emotional attachment. In addition, this study proved customers’ pro-environmental
emotional attachment plays a dependent variable to investigate the causes of green
practices.
Thirdly, customers’ pro-environmental emotional attachment increases their
intention to purchase eco-friendly products. Therefore, restaurant marketers need
to promote communicating essential information to customers and the market
regarding green values to potential customers. We recommend that the restaurants
reinforce their message to customers to lead them to bond their emotions and
attachment by presenting the advantages, benefits, and results of protecting the
environment through user-friendly programs so that the customers may recognize
the green activities of the restaurants behind the operation of green restaurants.
Fourthly, this study found the indirect impacts of green practices on customer
intention to purchase eco-friendly products via customers’ pro-environmental
emotional attachment, the results yielded three factors of green practices, including
the application of organic food-green products and materials, application of
energy and water management activities, application of recycling and composting
management activities have a positive indirect effect on customer intention
to purchase eco-friendly products through the mediation of customers’ pro-
environmental emotional attachment to the green practice restaurants. The results
proved that customers’ pro-environmental emotional attachment is a key mediation
between green practices (application of energy and water management activities,
application of organic food-green products and materials, application of recycling
and composting management activities) and customer intention to purchase green
products. And the results also proved that customers’ pro-environmental emotional
attachment plays an independent variable, mediation, and dependent variable in our
study in HCM City in Vietnam context. This study fills the previous research gap
that limitations did not apply to examine customers’ pro-environmental emotional
attachment play different roles in the research model at the same time.
Our study has achieved successful research objectives. However, it still has some
limitations. Firstly, further research should explore various segments of restaurant
guests such as nationality. The current study has neither found the influence of the
application of eco-friendly supplies, application of organic food-green products and
materials nor customer intention to purchase green products. Furthermore, there is
no relationship between the application of eco-friendly supplies and customers’ pro-
environmental emotional attachment. Therefore, further research should investigate
to test it in other fields. Secondly, the adopted green practices from previous
studies that applied these measurement scales in the green hotels and coffee stores
conducted in Western countries, we used these constructs to confirm their theories
in a developing country such as Vietnam. Thus, the results have limitations that
cannot explain customer behavioral intention related to green practices, customers’
pro-environmental emotional attachment, and customer intention to purchase
green products. Having been verified on a different group of customers with high
environmental consciousness, it may lead to getting a weak point in the HCM
City context in our research. Thirdly, since this study provided a novel conceptual
framework by extending TPB, further research should verify its veracity and
add more factors in the research model such as green consciousness, familiarity,
satisfaction, and motivational factors that should be better results than we used
customers’ pro-environmental emotional attachment in this study. Future research
should use these variables that may broaden knowledge of customers’ perceptions
of green practices and their relationship to patronage intention and apply other
methodologies to explore the concepts of green practices like qualitative method,
or mixed methods. To ensure the largest possible sample with the least amount
of administration, we used a non-probability convenience sampling technique
was used to collect data. However, this method of sampling technique has some
limitations, like the ability to draw the target sample is not representative of the
population. In the future research should be based on a probability sample when the
researcher carried out an exploratory study that uses random sampling.
Funding: This research is funded by Vietnam National University Ho Chi Minh

City (VNU-HCM) under grant number B2022-28-06.
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Učinci zelene prakse restorana na namjeru kupca da kupe ekološki

prihvatljive proizvode: Dokazi iz Vijetnama
Mai Ngoc Khuong1, Do Hanh Nhan2, Nguyen Thi Minh Phuong3
Sažetak
Cilj je ovog istraživanja utvrditi način na koji zelene prakse utječu na namjeru
kupca da kupi ekološke proizvode putem emocionalne povezanosti kupaca.
Korištenje PLS-SEM-a za analizu gostiju iz 358 restorana kako bi se utvrdila
namjera kupca da kupi ekološke proizvode temeljni je dio uspjeha restorana.
Rezultati istraživanja upućuju na to da primjena recikliranja i kompostiranja,
aktivnosti gospodarenja energijom i vodama imaju pozitivan utjecaj na namjeru
kupca da kupi zelene proizvode i pro-ekološku emocionalnu privrženost te da
primjena organske hrane –zelenih proizvoda i materijala na ekološku proizvodnju
imaju značajan utjecaj na emocionalnu privrženost, ali ne i na namjeru kupca da
kupi zelene proizvode. U međuvremenu, primjena ekološki prihvatljivih zaliha nije
utjecala na emocionalnu privrženost i namjeru kupaca za kupnjom. Emocionalna
vezanost za zaštitu okoliša ključni je posrednik modela namjere kupaca.Rezultati
su osigurali i znanje i teoriju zelene prakse dodajući emocionalnu privrženost
kupaca teoriji o planiranom ponašanju kako bi se razumjelo ponašanje kupaca
prema zelenim restoranima. Predlažu se menadžerske preporuke i strategije
izgradnje za dugoročno povećanje namjere kupca da kupi zelene proizvode u
ugostiteljstvu.
Ključne riječi: zelene prakse, zeleni restorani, emocionalna vezanost
JEL klasifikacija: Z3, L8, L83
1
Docent, School of Business, International University, Vietnam National University, Ho Chi
Minh City, Vijetnam. Znanstveni interes: organizacijsko ponašanje, poduzetništvo, vodstvo,
turizam. E-mail: mnkhuong@hcmiu.edu.vn. ORCID: 0000-0002-0527-3046.
2
Student poslovne administracije, International University, Vietnam National University, Ho Chi
Minh City, Vijetnam. Znanstveni interes: organizacijsko ponašanje, ugostiteljski menadžment i
društvena odgovornost poduzeća. E-mail: kynz.hanhnhan@gmail.com.
3
Docent, Tourism Department at Hong Bang International University, 215 Dien Bien Phu, Ward
15, Binh Thanh District, Ho Chi Minh City, Vijetnam. Znanstveni interes: turistički menadžment.
Tel.: +849 336 715 97. E-mail: phuongntm2@hiu.vn. ORCID: 0000-0002-4668-3850.

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Mai Ngoc Khuong et al. • The effects of restaurant green practices on customer intention...

The effects of restaurant green practices on

Mai Ngoc Khuong1, Do Hanh Nhan2, Nguyen Thi Minh Phuong3

intention to purchase eco-friendly products via customers’ emotional attachment,

countries, it lacks research in the restaurant in Vietnam context, specific in Ho Chi

it reflects that individuals’ decisions about behaviour are carefully considered to

2.1. Theory Planned Behavior (TPB)

2.2. Green practices applications in restaurants

2.2.1. The application of recycling and composting management

2.2.2. The application of energy and water management

2.2.3. The application of eco-friendly supplies

2.2.4. The application of organic food-green products and materials

2.3. Green practices and customer intention to purchase eco-friendly products

in purchasing eco-friendly products and dining in the green restaurants (Jang et

2.4. Green practice restaurants and pro-environmental emotional attachment

2.5. Customers’ pro-environmental emotional attachment to the restaurant

2.6. Mediating role of customers’ pro-environmental emotional attachment to

pro-environmental emotional attachment is an important antecedent to measure

Figure 1: Proposed Research Model

Source: Author’s elaboration

3.1. Questionnaire design and data collection

3.1.1. Measurements and survey instrument

friendly supplies; four items to measure application of organic food-green products

3.1.2. Sample size and data collection

3.1.3. The target population

3.2. Data analysis method

4. Empirical data and analysis

4.1. Profile of participants

4.2. Measurement model results

Table 1: Summary of dependent variables and independent variables with

Notes: CR: composite reliability; AVE: average variance extracted.

After indicator’s reliability and convergent validity were confirmed, the

Table 2: Discriminant validity of Fornell and Larcker criteria results

Source: Author’s calculation

4.3. Assessment of the structural model results

4.3.1. Testing multi-collinearity

4.3.2. Testing predictive power of structural model

4.3.3. Testing predictive relevance

Table 3: Summary Results of Path Coefficients – Direct effects

Hypotheses Direct Effects β T-value P-value Decision

Application of recycling and

Hypotheses Direct Effects β T-value P-value Decision

Source: Author’s calculation

Figure 2: Results of Structural Equation Model

Source: Author’s elaboration

4.3.4. Mediating Analysis

Table 4: Summary Results of Indirect Effects

Source: Author’s calculation

5. Results and Discussions

Lastly, research question four, to identify the role of mediating variable of

5.1. Theoretical contributions

practices and customer intention to purchase eco-friendly products/ services that

5.2. Practical implications

waste program, purchase products manufactured from recycled or fast renewable

customers’ pro-environmental emotional attachment into the TPB to explore the

Funding: This research is funded by Vietnam National University Ho Chi Minh

DiPietro, R. B., Cao, Y., Partlow, C. (2013-a) “Green Practices in Upscale

Mai, K. N., Nhan, D. H., Nguyen, P. T. M. (2023) “Empirical Study of Green

Consumer Psychology, Vol. 15, No. 1, pp. 77–91, https://doi.org/10.1207/