The effects of restaurant green demarketing on green skepticism and dining intentions: Investigating the roles of benefit associations and green reputation |
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| Affiliation: | 1. Department of Apparel, Events and Hospitality Management, Iowa State University, 7E MacKay LeBaron Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA;2. Department of Apparel, Events and Hospitality Management, Iowa State University, 1084C LeBaron Hall, 626 Morrill Rd., Ames, IA 50011-1078, USA;3. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900W. State Street, West Lafayette, IN 47907-2115, USA;4. Department of Hospitality & Tourism Management, College of Merchandising, Hospitality & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017;1. College of Tourism, Huaqiao University, No. 269, Cheng Hua North Road, Fengze District, Quanzhou, Fujian 362021, PR China;2. School of Hospitality and Tourism Management, Oklahoma State University, 365 Nancy Randolph Davis, Stillwater, OK 74078, United States;3. School of Business Administration, Shandong University of Finance and Economics, No. 7366, East Erhuan Road, Jinan 250014, PR China;1. School of Sport, Tourism and Hospitality Management, Temple University, 1810 N 13th Street, Speakman Hall 332, PA, USA;2. Hospitality Management Program, The Ohio State University, 265C Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;3. Hospitality Management Program, The Ohio State University, 265L Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;4. International Tourism and Management, City University of Macau, Macau, China;1. The Collins College of Hospitality Management, California State Polytechnic University Pomona (Cal Poly Pomona), Pomona, CA, USA;2. Department of Leisure Industry and Health Promotion, National I-Lan University, Yilan County, Taiwan;1. School of Business and Tourism, Southern Cross University, Australia;2. Faculty of Arts, Business and Law, University of Sunshine Coast, Australia |
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| Abstract: | ![]()
Food overconsumption is increasingly a concern even as consumers are growing skeptical of companies’ green marketing techniques. Accordingly, green demarketing strategies, which aim to lower consumer demand, have become more prevalent in recent years. Using an online experiment, the current research investigates how green demarketing strategies (vs. green marketing strategy) affect consumers’ level of skepticism toward restaurants’ green practices and influence their dining intentions toward restaurants. Moreover, this study examines how different benefits (health vs. environment) associated with green practices and restaurants’ green reputations (high vs. low) influence the effect of green demarketing (vs. marketing) strategies. The results reveal that although green demarketing may not independently outperform green marketing, when green demarketing was practiced by restaurants with low green reputations to promote environment-associated benefits, consumers exhibited a similar or even lower levels of skepticism and higher dining intentions. This study also provides implications for effective marketing communication in the context of green demarketing. |
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| Keywords: | Green demarketing Green reputation Green restaurants Benefit association Skepticism Dining intention |
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