Improving Environmental Sustainability in Restaurant Business


The aim of this research proposal is to investigate the ways of improving environmental sustainability in the restaurant business. Several journals relevant to the restaurant setting in terms of customer satisfaction and management will be delved into in this paper. Questionnaires will be self-administered and distributed to consumers in twenty full-service restaurants. Collection of data will be done through the construction of charts and tables used in obtaining a comprehensive result (Wolf, 2015). Restaurants will be able to use this proposal to find the best ways of improving environmental sustainability in the restaurant business.

Statement of the Problem

There is increased research not only in price and the quality of the merchandise itself but also provision of pleasant and exciting shopping atmosphere. Most studies which focus on the impacts of store environment on retail market behavior but few have explored on improving environmental sustainability in the hospitality industry, especially in the restaurant business (Fukuhara et al, 2014). Most researchers have carried out some surveys on the influences of restaurants on the environment but the summary of impacts are not exhaustively worked upon and thus becomes insufficient (Rabinowitz, 2016).

This study will summarize all impacts, so the restaurant owners and managers will find this study significant. The research questions will be what environmental effects does restaurant business have on consumers? Will the restaurant’s environmental impacts be influenced by making responsible decisions?

Literature Review

In order to deal with the relations between environment and individual responses to stimuli, Mehrabian and Russell (1974) presented a very good model in psychology. The M-R model used by some researchers to an environment can be grouped as either approach or avoidance behavior. Good environment is stated to cause approach behavior and include spending and repeat purchase (chang, 2000).


Design and Instrumentation

The reason for this research is to find out ways of improving restaurants environmental sustainability. Self-administered questionnaires will be used to collect data as per consumers perceptions of the restaurants on the environment. The first part of the questionnaire will contain attributes reflecting employees perception of the environment and atmospherics. The second part will be participants dining satisfaction level. A five-point Likert scale range will be used from strongly agree to strongly disagree. The third part would be a general question on individual recommendations to improve sustainability.

Sampling, Data Collection and Analysis

Sampling will be random and a sample size of twenty respondents will be used. Participation will be voluntary and a survey will be held as customers wait to be served. At the end of the survey, the frequency of each response will be computed to prepare tables and charts. All the statistical tests will use the standard alpha level (О± = .05).

The analysis will pose the general idea about consumersв attitude to the restaurant’s environment. Owners and managers of the same will benefit from this and improve environmental sustainability.


Fukuhara, T., Tenmoku, R., Okuma, T., Ueoka, R., Takehara, M., & Kurata, T. (2014). Improving service processes based on visualization of human-behavior and POS data: A case study in a Japanese restaurant. InВ Serviceology for ServicesВ (pp. 3-13). Springer Japan.Rabinowitz, M. (2016). Assessing the Effect of Social Networks on Employee Creativity in a Fast-Food Restaurant Environment.T

hompson, R. (2015).В Counseling techniques: Improving relationships with others, ourselves, our families, and our environment. Routledge.Wolf, J. W. (2015).

Guest perceptions of wait times using tablet technology in restaurant environmentВ (Doctoral dissertation, University of Missouri–Columbia).`”