Exploring healthy green practices that influence customers’ green engagement value in restaurants

Since research on customer participation value in green enterprise environments is still in its infancy, we explored how this value is generated in the catering industry, focusing on environment-related factors such as healthy green practices and customer feelings for a brand. Participants were customers of a restaurant in Taiwan called Wang Steak, which is noted for its green activities. We used convenience sampling and collected 412 valid survey responses for analysis. The results showed that healthy green practices had a positive association with green brand liking, which, in turn, had a positive association with customer green participation value. Furthermore, green brand liking played a mediating role in the relationship between healthy green practices and customer green participation value. Owners, managers, and staff at restaurants should engage in healthy green practices to provide pleasant experiences for customers.