Title: Do green practices elicit a guest's loyalty? Empirical evidence from Vietnam

Authors: Ngoc Khuong Mai; Phan Thi Huong Nhi; Nguyen Khoa Truong An; Nguyen Thi Minh Phuong

Addresses: Department of Hospitality Management, School of Business, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Vietnam National University-Ho Chi Minh City, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam ' Department of Hospitality Management, School of Business, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Vietnam National University-Ho Chi Minh City, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam ' Department of International Cooperation and Training, Thu Dau Mot University, Tran Van On Street, Phu Hoa Ward, Thu Dau Mot, Binh Duong City, Vietnam ' Hong Bang International University, 215 Dien Bien Phu, 15 Ward, Binh Thanh District, Ho Chi Minh City, 70000, Vietnam

Abstract: This study aims to evaluate the correlation between green practice restaurants and customer loyalty through the emotional attachment towards green products. The quantitative method was utilised to identify the relationships by using SmartPLS to analyse 358 customers of restaurants in Ho Chi Minh (HCM) City. The results indicate that elements of energy- and water-efficient equipment, recycling-composting and menu sustainability both directly and indirectly affect a customer's loyalty through a guest's emotional attachment. This study also provides restauranteurs with suggestions for developing the better strategies, addressing the environmental and health concerns of the consumers, and developing green practices in a pathway to build strategies which can attract the customers to return and to consume more ecologically-friendly products.

Keywords: emotional attachment; customer loyalty; green restaurants.

DOI: 10.1504/JGBA.2022.132952

Journal for Global Business Advancement, 2022 Vol.15 No.6, pp.738 - 763

Received: 15 Jun 2023
Accepted: 19 Jun 2023
Published online: 21 Aug 2023 *

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