Abstract
The restaurant business is gaining popularity for its capacity to alleviate numerous adverse environmental influences to achieve a competitive edge. Green restaurants can employ a distinctive brand strategy. Nevertheless, additional research is necessary to better understand customer behavior in this subject. This study explores the relationship between brand awareness and brand image, and brand performance from the consumer’s perspective. However, it is unknown how this connection is affected by the attitude of green restaurant brands. This research aims to address the research gaps by determining the structure and function of brand attitudes. This study handles the quantitative data analysis to fit the study problem. The data was collected through a questionnaire form, and the questionnaire was collected from the customers from twelve restaurants in Karachi city of Pakistan by utilizing random sampling. In sum, 290 samples were obtained and interpreted with SPSS (Statistical Package for the Social Sciences) and PLS (Partial Least Squares) to come up with the results of the study. According to the findings, restaurant customers’ observed brand awareness and brand image positively impact brand attitude. The results of the structural equation analysis revealed that brand awareness and brand image have a substantial impact on brand performance, whereas brand attitude has a profound effect on meditation. The adaptation of brand attitude to brand management has sparked a lot of interest in the incredibly competitive restaurant business. There is a good likelihood that green restaurants will ultimately find value in using the measuring tools and suggestions offered in this research to analyze and lead their marketing efforts. In practice, it is recommended that green restaurant management cultivate familiar brand awareness and preserve the brand image to create brand attitude and performance.
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All authors contributed to the study conception and design. Material preparation, data collection, and analysis were performed by Jai Kumar, Joti Kumari, and Dheeraj Kumar. The first draft of the manuscript was written by Jai Kumar, and all authors commented on previous versions of the manuscript. All authors read and approved the final version of the manuscript.
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Kumar, J., Kumar, D. & Kumari, J. Influence of sustainable environmental exercises in the green restaurant industry. Environ Sci Pollut Res 30, 60023–60035 (2023). https://doi.org/10.1007/s11356-023-26757-0
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DOI: https://doi.org/10.1007/s11356-023-26757-0