Components Analysis of Green Restaurant Management among Consumers in Bangkok

Abstract

This research is a quantitative study with two primary objectives: 1) to investigate consumers’ opinions regarding the management factors of eco-friendly restaurants in Bangkok, and 2) to analyze the factors influencing consumers’ utilization of green restaurant services in Bangkok. The sample consisted of 352 consumers, aged 20 and above, who utilize green restaurant services. The sample size was determined using G*Power software, and participants were selected via convenience sampling from consumers at ten award-winning green restaurants (2019), comprising four Gold-level, one Silver-level, and five Bronze-level establishments. Data were analyzed using mean, percentage, and Exploratory Factor Analysis (EFA). The research instrument was a questionnaire consisting of rating scales and multiple-choice items.

The findings revealed that the green restaurant management factors receiving the highest levels of consumer agreement were the absence of unpleasant odors, the absence of excessive noise, and the cessation of foam packaging for food. The Exploratory Factor Analysis identified three key factors: 1) Service Factor, consisting of seven indicators; 2) Environmental Factor, consisting of five indicators; and 3) Raw Material Management Factor, consisting of six indicators. Collectively, these three factors accounted for 62.65% of the variance in consumers' decisions to use eco-friendly restaurant services. These findings can serve as guidelines for management, strategic planning, and quality improvement of eco-friendly restaurants, enabling entrepreneurs to enhance their competitive potential and achieve sustainable business success.