ROLE OF GREEN PRACTICES ON CONSUMER BUYING BEHAVIOR OF

4-5 STAR RESTAURANTS IN NAIROBI CITY COUNTY, KENYA

MAUREEN WAKASALA (BSC HOSP. MGT)

T129/OL/CTY/26602/2014

A RESEARCH THESIS SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE AWARD OF THE MASTER'S OF

SCIENCE DEGREE IN HOSPITALITY MANAGEMENT IN THE SCHOOL

OF HOSPITALITY, TOURISM AND LEISURE STUDIES OF KENYATTA

UNIVERSITY.

JANUARY, 2020.

ii

iii

DEDICATION

This research thesis is dedicated to my parents for their support and prayers during

this period of my course.

iv

ACKNOWLEDGEMENT

To begin with I would like to praise the Almighty God for this far He has brought

me. I would also like to sincerely appreciate and acknowledge the support l received

from my family for being there for me, seeing me through my studies and helped in

overcoming financial constraints. Additionally, I would like to specially thank my

supervisors Dr. Moses Miricho and Dr. Monicah Wandolo for guiding me through

this course. The completion of this thesis would not have been possible without the

support l received from the data analyst and Kenyatta University library.

v

TABLE OF CONTENTS

DECLARATION ........................................................................................................ ii

DEDICATION ........................................................................................................... iii

ACKNOWLEDGEMENT ........................................................................................ iv

TABLE OF CONTENTS ........................................................................................... v

LIST OF TABLES .................................................................................................. viii

LIST OF FIGURES ................................................................................................... x

ABBREVIATIONS AND ACRONYMS ................................................................. xi

OPERATIONAL DEFINITION OF TERMS ....................................................... xii

ABSTRACT ............................................................................................................. xiv

CHAPTER ONE: INTRODUCTION ...................................................................... 1

1.0 Background of the Study .................................................................................... 1

1.1 The Statement of the Problem and Justification ................................................. 3

1.2 Purpose of the Study ........................................................................................... 5

1.3 The Objectives of the Study ............................................................................... 5

1.3.1 General Objectives ....................................................................................... 5

1.3.2 Specific Objectives ...................................................................................... 5

1.4 Null Hypothesis .................................................................................................. 5

1.5 Significance of the Study ................................................................................... 6

1.6 Assumptions ....................................................................................................... 6

1.7 Delimitation and Scope of the Study .................................................................. 6

1.8 Limitation of the Study ....................................................................................... 7

1.9 Conceptual Framework ...................................................................................... 7

CHAPTER TWO: LITERATURE REVIEW ....................................................... 10

2.0 Introduction ...................................................................................................... 10

2.1 Green Practices and Consumer Behavior ......................................................... 10

2.1.1 Green Products ........................................................................................... 11

2.1.2 Green Certification .................................................................................... 13

2.1.3 Green Promotion ........................................................................................ 16

2.1.4 Green Consumer behavior ......................................................................... 18

2.2 Theoretical Framework .................................................................................... 19

2.2.1 ABC Model ................................................................................................ 19

2.2.2 Good Management Theory ........................................................................ 20

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2.2.3 Slack Resources Theory............................................................................. 21

2.3 Summary of Literature and Gaps ..................................................................... 21

CHAPTER THREE: RESEARCH METHODOLOGY .................................... 25

3.0 Introduction ...................................................................................................... 25

3.1 Research Design ............................................................................................... 25

3.2 Area of study .................................................................................................... 25

3.3 Target Population ............................................................................................. 26

3.3 Sampling Technique ......................................................................................... 26

3.5 Sample size ....................................................................................................... 27

3.4 Data Collection Instruments ............................................................................. 28

3.5 Pretesting the instruments ................................................................................ 29

3.6 Validity of Instruments ..................................................................................... 29

3.7 Reliability of the Instruments ........................................................................... 29

3.8 Data Collection Procedures .............................................................................. 30

3.9 Data Analysis Procedure .................................................................................. 30

3.10 Ethical Considerations .................................................................................... 32

CHAPTER FOUR: FINDINGS AND DISCUSSION .......................................... 33

4.0 Introduction ...................................................................................................... 33

4.1 Response Rate .................................................................................................. 33

4.2 Demographic characteristics of the study......................................................... 34

4.2.1 Gender of respondents ............................................................................... 34

4.2.2 Age of respondents .................................................................................... 34

4.2.3 Academic level of respondents .................................................................. 35

4.3 Descriptive Statistics of green practices and consumer buying behavior ........ 36

4.4 Green Product Predictors and Consumer buying behavior .............................. 45

4.5 Green Certification Predictors and Consumer buying behavior....................... 48

4.6 Green Promotion Predictors and Consumer buying behavior .......................... 51

4.7 Inferential statistics ........................................................................................... 53

4.8 Hypothesis Testing ........................................................................................... 57

4.8.1 To examine the relationship between green products and consumer buying

behavior of 4-5-star restaurants in Nairobi City County .................................... 57

4.8.2 To determine the contribution of green certification and consumer buying

behavior in 4-5 restaurants in Nairobi City County ............................................ 61

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4.8.3 To examine the relationship between green promotion and consumer

buying behavior in 4-5-star restaurants in Nairobi City County ........................ 63

4.8.4 There is no significant relationship between green practices and consumer

buying behavior .................................................................................................. 66

4.9 New Knowledge on the role of green practices on consumer buying behavior70

CHAPTER FIVE: SUMMARY, CONCLUSION & RECOMMENDATIONS . 72

5.0 Introduction ...................................................................................................... 72

5.1 Summary .......................................................................................................... 72

5.1.1 To examine the role of green practices on the consumer buying behavior of

4-5-star restaurants in Nairobi City County ........................................................ 72

5.1.2 To investigate the contribution of green product on the consumer buying

behavior of 4-5-star restaurants in Nairobi City County .................................... 73

5.1.3 To investigate the role of green certification on the consumer buying

behavior of 4-5-star restaurants in Nairobi City County .................................... 73

5.1.4 To examine the association between green promotion and consumer

buying behavior of 4-5-star restaurants in Nairobi City County ........................ 74

5.2 Conclusions ...................................................................................................... 75

5.3 Recommendations for Policy/ Practice ............................................................ 77

5.4 Recommendations for further research ............................................................ 78

REFERENCES ......................................................................................................... 79

APPENDICES .......................................................................................................... 86

Appendix I: Letter Of Introduction ....................................................................... 86

Appendix II: Questionnaire for Waitresses and Waiters ....................................... 87

Appendix III: Questionnaire for Restaurant Supervisors ...................................... 90

Appendix Iv: Questionnaire for Restaurant Managers ........................................... 93

Appendix V: Observation Schedule Checklist ...................................................... 96

Appendix VI: Descriptive Results for Structured Observation Schedules ............. 97

Appendix VII: Qualitative Analysis Results for Secondary Data ........................ 100

Appendix VIII: Plates ........................................................................................... 102

Appendix IX: Restaurants that will Participate in the Study ................................ 103

Appendix X: Secondary Data Sources ................................................................. 104

Appendix Xi: Location Map ................................................................................. 106

Appendix XII: Research Authorization Letter ..................................................... 107

Appendix XIII: Nacosti Research Permit ............................................................. 108

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LIST OF TABLES

Table 3.1: Target Population ...................................................................................... 26

Table 3.3 Reliability Test Results ............................................................................. 30

Table 3.3 Data Analysis ............................................................................................. 32

Table 4.1: Response rate ........................................................................................... 33

Table 4.2: Number of restaurants that have adopted environmentally friendly policy

practices...................................................................................................................... 36

Table 4.3: Number of years restaurant have been practicing environmentally friendly

policy practices .......................................................................................................... 38

Table 4.4: The extent to which restaurants have implemented environmentally

friendly policy practices ............................................................................................ 38

Table 4.5: Green product descriptive analysis .......................................................... 39

Table 4.6: Green Certification Descriptive statistics ................................................ 41

Table 4.7: Green Promotion Descriptive statistics .................................................... 43

Table 4.8: Consumer buying behavior descriptive analysis ...................................... 44

Table 4.9: Descriptive statistics of green practices and consumer buying behavior . 45

Table 4.10: Cross tabulation analysis of green product predictors ........................... 45

Table 4.11: Correlations ............................................................................................ 46

Table 4.12: Model Summary for green product predictors ........................................ 47

Table 4.13: Cross tabulation analysis of Green certificate predictors ...................... 48

Table 4.14: Correlations ............................................................................................. 49

Table 4.15: Model Summary...................................................................................... 50

Table 4.16: Cross tabulation analysis of Green promotion analysis .......................... 51

Table 4.17: Correlations ............................................................................................. 52

Table 4.18: Model Summary for green promotion predictors ................................... 53

Table 4.19: Cross-tabulation table for green practice predictors ............................... 54

Table 4.20: Correlation of green practice predictors for consumer buying behavior 55

Table 4.21: Regression model for green practice predictors ..................................... 56

Table 4.22: ANOVA ................................................................................................. 56

Table 4.23 Coefficientsa

............................................................................................ 56

Table 4.24: Model ..................................................................................................... 58

Table 4.25: ANOVAa ................................................................................................ 58

Table 4.26: Coefficientsa ............................................................................................ 58

Table 4.27 Node matrix analysis of green products and consumer buying behavior 59

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Table 4.28: Model Summary...................................................................................... 61

Table 4.29: ANOVAa ................................................................................................ 61

Table 4.30: Co-efficientsa ......................................................................................... 61

Table 4.31 Node matrix analysis of green certification & consumer buying behavior 62

Table 4.32: Correlations ............................................................................................ 64

Table 4.33: Node matrix analysis of green promotion & consumer buying behavior 65

Table 4.34: ANOVA Analysis of Consumer buying behavior ................................. 66

Table 4.35: Multiple Comparisons ............................................................................ 67

Table 5.1: Summary of the Null hypothesis, tests done and verdict ......................... 75

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LIST OF FIGURES

Figure 1.1: Conceptual framework of Green, Sustainable Practices ........................... 8

Figure 4.1: Gender of respondents ............................................................................ 34

Figure 4.2: Age of respondent ................................................................................... 35

Figure 4.3: Academic level of respondents ................................................................ 36

Figure 4.4: Word tree Text Search Query on green products on consumer buying

behavior .................................................................................................................... 60

Figure 4.5: Word Tree Text Search Query on green certification and consumer

buying behavior ........................................................................................................ 63

Figure 4.6: Word Tree Text Search Query Results for green promotion and consumer

buying behavior ......................................................................................................... 65

Figure 4.7: Word Tree Text Search Query Results for green promotion and consumer

buying behavior ......................................................................................................... 69

Figure 4.8: Summary of regression Analysis of predictors ....................................... 70

Figure 4.9 New model for green practice predictors for consumer buying behavior 71

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ABBREVIATIONS AND ACRONYMS

UNWTO United Nations World Tourism Organization.

EPA Environmental Protection Agency

WCCED World Commission on Environment and Development

NEMA National Environment Management Authority

WTO World Tourism Organization

WTTC World Travel and Tourism Council

EMS Environmental Management Systems

HACCP Hazards Analysis and Critical Control Points

CFCs Chlorofluorocarbons

EMCA Environmental Management and Co-ordination Act

PCB Polychlorinated Biphenyls

GRA Green Restaurant Association

ICAO International Civil Aviation Organization

NVIVO “ In Vivo” codes

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OPERATIONAL DEFINITION OF TERMS

Green Restaurant: refers to restaurants that are either new or renovated

structure design, constructed and operated in an

environmentally friendly efficient manner.

Green Globe: is a global initiative endorsed in 1994 by WTTC to

encourage and identify the best environmental practices

in the restaurant industry.

Sustainability: is the ability of a restaurant to do business in a green

way that minimizes pollution and reflects careful

management of natural resources.

Sustainable development: refers to restaurants stakeholders meeting their current

wants without undermining the capability of coming

generations to meet their own wants.

Green products: refers to restaurant products which do not harm the

environment and results in green living or practices that

assists in conservation of natural resources like water

and energy.

Green certification: a verification or endorsement by independent agencies

which are to mandated to test and ascertain that

environmental practices have been adhered to in the

production of a given good or service in the restaurant

industry.

Agenda 21: refers to the Agenda for the 21st century that search for

the establishment of a combined determination to

train general public on the state of both ecological

environment and advancement to assist them make

decisions that lead to sustainability.

Sustainable practices: are environmental methods that are practiced by

restaurants, which consider earth and water

conversation, monitoring enigmatic and ecological

practices.

Greening programs:

refers to the restaurant environmental management

programs.

Star Restaurants: refers to a system by independent institution like

Tourism Regulatory Authority used to classify

restaurants based on their quality.

Role: refers to a set of expected consumers purchasing

behaviors in relation to eco-friendly practices based on

their changing attitudes, beliefs and perceptions towards

environmental conservation and sustainability.

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4-5-star restaurants refers to a system oftenly used by independent

institutions to rate restaurants like Tourism Regulatory

Authority with 4 and 5 being the highest scores

indicating their service quality is high.

“in vivo” codes refers to the utilization of the actual wording of the

respondents when analyzing data rather than creating a

code to represent respondents’ wording when analyzing.

xiv

ABSTRACT

As customers’ have the ability to shape and influence products options with their

buying power, it is critical for restaurant shareholders to understand consumer

motivations and their decision-making processes. There are few empirical studies on

green consumer behavior in restaurants with a special focus on green promotion and

consumer behavior and green certification and customer purchasing behavior. The

aim of the study was to investigate the contribution of green practices on consumer

buying behavior in 4-5-star restaurants in Nairobi City County in Kenya. The

research findings contributed to new knowledge on the area of the influence of

environmental practices on consumer purchasing. Cross-sectional descriptive survey

design was used by the researcher to acquire data describing the current situation on

the phenomena. The target population was 20 4-5-star restaurants which comprised

of restaurant managers, supervisors, waiters and waitresses in Nairobi City County,

Kenya. The researcher conducted a census because of the small target population.

Purposive sampling was used on restaurant managers, supervisors, waiters, and

waitresses to attain crucial data whereby 79 respondents were sampled. The

researcher used content validity and Cronbach’s alpha coefficient to assess

appropriateness of research instruments and examine internal reliability of research

instruments consecutively. Well-structured questionnaires, observation schedules and

secondary data such as articles and newspapers were used as research instruments.

Data was analyzed using Pearson Moment product correlation to measure the

associations between the variables and multiple regression analysis to measure the

effect of one variable on the other. Additionally, data were analyzed using

descriptive analysis and qualitative analysis. Descriptive Statistics was used to

measure intervals and tendencies. Anova was used to test the mean difference

between green practices and mean consumer buying behavior. The results were

presented in tables, pie charts, and graphs. The response rate was at 71%. The results

of the study show that there is a relationship between green practices and consumer

buying behavior in 4-5-star restaurants in Nairobi City County; hence consumer

buying behavior is determined by green product, green certification, and green

promotion respectively. Hypotheses of the study were formulated and tested at

0.05% level of significance. The results show that the study rejected all the null

hypotheses and concluded that at 95% confidence level a significant relationship

exists between green practices and consumer buying behavior in 4-5-star restaurants

in Nairobi City County. In conclusion, the study found out that; consumer buying

behavior has a positive association with green practices.

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CHAPTER ONE: INTRODUCTION

1.0 Background of the Study

According to (ICAO) International Civil Authority Organisation (2018), the tourism

sector generated $2.6 trillion in 2017 with the hotels, restaurants and resorts

generating $878 billion globally. This is a clear indicator that the growing tourism

sector is a huge economic contributor globally. In addition, in Africa, it contributes

to 8.5 % of Africa’s GDP which is worth $194.2 billion and in Kenya it is an

economic pillar since it contributed to 8.8% to Kenya's GDP which is worth $7.90

billion in 2018 (WTTC, 2019).

Globally, the growing green consumer market is worth $290 billion annually with

14% representing eco-tourism market as a result of increased global environmental

concerns awareness due to increased global warming which has led to the negative

environmental impacts they are facing like drastic climate changes (Schneider, 2012;

Martinez, Angel, & Raquel, 2017). Furthermore, in Kenya, 50% of consumers prefer

natural and organic products which are green products as opposed to other

conventional products since they are conscious of their health and environment

(Kenyan-Marketing-Magazine, 2012). This is a clear indicator green demographics

are increasing in importance and therefore the restaurant industry cannot afford to

overlook this growing and very influential green market which is a profitable market

niche.

With these continuous increases in green consumption, consumers anticipate

restaurants to be green, and failure of the restaurants to adopt green practices will

lead to significant losses of customers to greener competition (Imran, 2016). This is

because consumers depend on a food system that restaurants are part of a worldwide

2

food grid that is overlapped with concerns on biodiversity, green environmental

changes and ecological degradation thus it plays an essential role on sustainability

since it is a vital part of the food and beverage Industry (Welter, 2012).

Globally, with the rising green environmental concerns, countries like the United

States of America have non-profit organizations like Green Restaurant Association,

which offer suitable and cost-efficient methods for restaurants to be socially

accountable in environmental conservation (G.R.A, 2015). G.R.A has helped

revolutionize the restaurant business by enabling restaurants in implementing

sustainable environmental practices including green management of water, waste and

energy (G.R.A, 2015).

Regional economic communities like IGAD (Inter-governmental Authority on

Development) in Eastern Africa have set up an objective of how to deal with

concerns raised over environmental resources by developing environmental

sustainable frameworks for sustainable development in the sub-region to avoid the

sustainable management challenges of natural resources and ecological protection

and since the restaurant industry is overlapped with concerns over biodiversity, green

environmental changes and ecological degradation in particular is not an exceptional

sector in environmental sustainable development.

Kenya is making tremendous efforts in promoting green initiatives through targeted

investments in both private and public sectors including restaurants through adopting

vision 2030, who’s main is to transform Kenya to a new industrialized economy

which can provide high quality of life to all its citizens in a clean and secure

environment. As such, significant measures have been put in place in areas of

renewable resources, agriculture, water harvesting, environmental legislation, sound

3

waste management through recycling efforts and wastewater treatment among others

in order to achieve sustainable development (NEMA, 2018). In addition, it has also

enacted laws and regulations such as EMCA act of 1996 because of its commitments

to Agenda 21, which provides well established legal institutional structure to regulate

the institutions like restaurants in environmental management. Furthermore an

environmental regulatory body National Environment Management Authority

(NEMA) has been set up to co-ordinate environmental issues in Kenya.

Many studies that have been conducted have concentrated on overall green behavior

as opposed to specifically focusing on consumer buying behavior as far as green

practices are concerned. Based on the above arguments, this research will empirically

examine how green practices influence consumer buying behavior in 4-5-star stand-

alone restaurants in Nairobi City County since they have almost similar standards of

operating procedures in terms of green practices.

1.1 The Statement of the Problem and Justification

Globally, restaurants are major emitters of greenhouse gases by 30% especially

carbon dioxide that are responsible for the deteriorated environmental state we are in

today (Teng & Wu, 2019). This has made consumers to continuously pressurize

restaurants to make the environment their responsibility with regard to what they

contribute in ruining the state of their environment today even though business

stakeholders are ignoring these consumer demands (Patricia , Angel, & Raquel ,

2017; Welter, 2012). By going green restaurants will be demonstrating to their

consumers that they have taken environmental responsibility by: reducing carbon

footprint emissions, reducing consumption of harmful substances and save

4

restaurants from being demolished by NEMA officials on grounds that they are built

on riparian land (Kwok, Huang, & Hu, 2016).

Furthermore, there are limited empirical studies on the role of green practices on

consumer buying behavior since globally studies that have been conducted on green

practices have mainly focused on green consumerism in other disciplines and

subjects without focusing specifically on consumer behavior towards green practices

like for instance Ranjana in 2016 examined how green products affect consumer

buying behavior in India. In addition, studies in Africa on consumer behavior

towards green practices are scanty since the one existing was on sustainability in

restaurants in Cape Town restaurants in South Africa by Welter in 2012 which

focused on general environmental sustainability of Cape Town restaurants instead of

focusing on how green practices influence consumer buying behavior. Additionally,

in Kenya the study that exists on green practices was on management commitment in

implementing eco-friendly activities in Mombasa County without specifically

focusing on how consumers are influenced by green practices in Nairobi City County

and it also failed to capture all the aspects of green practices like the green promotion

of products that are eco-friendly in restaurants based on consumer buying behavior.

This is a clear indication that there are gaps in knowledge on the role of green

practices on the buying behavior of consumers in restaurants in Nairobi City County,

Kenya thus prompting the researcher to examine the role of green practices on

consumer buying behavior in 4-5-star restaurants in Nairobi City County in order to

fill in these gaps in knowledge in Kenyan restaurant service sector.

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1.2 Purpose of the Study

The researcher examined the role of green practices on consumer buying behavior in

4-5-star restaurants in Nairobi City County in Kenya.

1.3 The Objectives of the Study

1.3.1 General Objectives

The main objective of this study was to examine the role of green practices in

influencing consumer buying behavior in 4-5-star restaurants in Nairobi City County.

1.3.2 Specific Objectives

i. To examine the contribution of green products on consumer buying behavior

in 4-5-star restaurants in Nairobi City County, Kenya.

ii. To investigate the relationship of green certification on consumer buying

behavior in 4-5-star restaurants in Nairobi City County, Kenya.

iii. To determine the association between green promotion and consumer buying

behavior in 4-5-star restaurants in Nairobi City County, Kenya.

1.4 Null Hypothesis

Ho1: There is no significant contribution between the green products and consumer

buying behavior in 4-5-star restaurants in Nairobi City County, Kenya.

Ho2: There is no significant relationship between green certification and consumer

buying behavior in 4-5 stars in restaurants in Nairobi City County, Kenya.

Ho3: There is no significant association between green promotion and consumer

buying behavior in 4-5-star restaurants in Nairobi City County, Kenya.

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1.5 Significance of the Study

This research study will provide significant help the management in restaurants to

develop their services and products in a greener manner that is customer based with

regard to green characteristics and and furthermore, it will provide restaurant owners

with an effective roadmap on how to increase their market share by attracting

significant numbers of customers to their restaurants as they implement the green

practices that are significant.

The study will help policymakers and institutions like NEMA and Ministry of

environment to come up with effective and efficient rules and regulations concerning

environmental practices in restaurants in Kenya. The research findings will help in

the realization of new set of information on the effect of ecological practices on

customer purchasing behavior for future researchers and academicians to use when

undertaking studies in this area.

1.6 Assumptions

The research was based on an assumption that all the respondents honestly gave

correct information regarding consumer behavior towards green products, green

certification and green promotion.

1.7 Delimitation and Scope of the Study

The research concentrated on the implementation environmental practices and how it

influences consumer buying decisions with an emphasis on 4-5-star restaurants in

Kenya since it is easily accessible and is mostly embracing green practices due to

high concentration of environmental experts, financial and social resources.

7

1.8 Limitation of the Study

The researcher was not allowed to collect data from restaurant guests by stand-alone

restaurants’ management since they considered it guests disturbance and

furthermore, guests spent shortest time possible since stand-alone restaurants don’t

offer accommodation thus making it hard to obtain the relevant information by the

researcher on their perceptions on green practices. To mitigate this, the study

included restaurant staff to participate in the study since they have close contact with

the guests to obtain consumers’ point of view.

The data obtained was based on restaurants that were rated in 2003 hence consumer

behavior towards green practices in restaurants that were not rated at that time were

not captured. This is because at the time which the study was being conducted only

one stand-alone restaurant had been star rated. To mitigate this, the researcher

inferred the results obtained from the restaurants to come up with a piece of

generalized and conclusive information.

The study was affected by respondents’ prejudice towards the research problem since

it would dilute the findings of this study. To mitigate this, the researcher had to

explain the objectives and importance of the research study to the respondents.

1.9 Conceptual Framework

The study’s independent variables are environmental practices that when practiced in

restaurants will meet the growing demands of the environmentally conscious

consumers which are: green product whereby a restaurant can offer organic food

menu items like organic sweet potatoes instead of genetically modified menu items.

Secondly, green certification practices whereby restaurants are certified to be eco-

friendly in their operations by third party reputable organizations for instance

8

acquiring eco-labels from renowned certifying organizations like Green Restaurant

Association (G.R.A).

Thirdly, green promotion practices whereby restaurants promote their eco-friendly

achievements and credentials by publishing and placing a Green Globe sticker on the

menu to indicate that the menu items are organically produced.

Figure 1.1: Conceptual framework of Green, Sustainable Practices

Sources: Adapted from (Morel & Kwaye, 2012; Wong & Rashad, 2015; Ranjana,

2016)

The intervening variables, which are the other factors that the guests consider apart

from environmental practices when choosing to visit a restaurant are restaurant

location, government policies like plastic ban and price since they can either

positively or negatively influence consumer buying behavior which is the dependent

variable. The independent variables were measured as follows: Green product was

measured by seat turnover and sales turnover, green certification was measured by

seat turn over, and sales turn over, the green promotion was measured by seat turn

over and sales turn. Furthermore, green product design was measured by seat

DEPENDENT

VARIABLE INTERVENING

VARIABLES

INDEPENDENT

VARIABLES

Consumer

Buying Behavior

Government

policies

Price

Location of

restaurant

Green Product

Green product design

Green ambience

Green packaging

Green Certification

Green waste management

Green Energy and Water

management

Green procurement

Green Promotion

Eco-labelling

Eco advertisement

Eco branding

9

turnover rate and sales turn over, green ambience was measured by seat turnover rate

and sales turn over, green was measured by seat turnover rate, green waste

management was measured by seat turnover rate and sales turnover rate, green

energy and water management was measured by seat turnover rate and sales turnover

rate, green procurement was measured by seat turnover rate and sales turnover rate,

eco-labeling was measured by seat turnover rate and sales turnover rate, eco

advertisement was measured by seat turnover rate and sales turnover rate while eco-

branding was measured by seat turnover rate and sales turnover rate.

10

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction

This chapter examined the empirical literature in the area of the sustainable practices

being practiced by hotels and their effects on the buying behaviour of consumers in

Nairobi City County in Kenya. The literature covered: green product, green

certification, green promotion, green consumer buying behavior, and gaps.

2.1 Green Practices and Consumer Behavior

Today’s consumers are hybrid, and they demand environmentally- friendly products

that have a modern appeal. Concerns raised over environmental conservation have

impacts that have resulted in “green consumerism.” A green consumer is a person

who is characteristically well-known for supporting environmentally friendly

practices by preferring to buy eco-friendly products over non-eco-friendly products

(Boztepe, 2012). Beyond the normal processes of compliance with the law,

restaurants have their self-regulation initiatives which are more responsible for

shaping the environmental credentials of the hotel industry that have achieved some

progress (Schneider, 2012).

As the increase in the awareness of environmental conservation continues to grow

and influence green consumer buying behavior, product choices continue to evolve

since consumers through their concerns for environmental conservation are

integrating environmental concerns in their choice for restaurants to dine in (Verma

& Chandra, 2018). According to Schneider (2012) the growing market of green

consumer generates $290 billion per annum in the United States, 14% representing

eco-tourism market while 19% of United States population consider themselves to be

green consumers thus restaurant business should not overlook these increasingly

11

influential demographics. Customers are as well drifting towards restaurants that are

responding to their environmental needs like for instance in Kenya, around 50% of

the customers prefer green products according to Kenyan-Marketing-Magazine,

(2012).

Customers can be influenced by food chains when making decisions on a range of

issues including environmental sustainability. Consumers as well play a significant

part in making restaurants more sustainable. Furthermore consumers’ patronage to a

green restaurants is a significant determinant for sustainable environmental

development because by the kind of choices they make when buying food have a

substantial influence on the kind of menu items that are being produced and how the

menu items will be produced (Teng & Wu, 2019).

Restaurants which are part of hotels that have been implementing green practices in

their daily operations like for instance Inter-Continental Hotels Group (IHG) which

has been using Green Engage System worldwide which is an online sustainability

program which enables hotels in tracking, measuring, and reporting their carbon

footprint emissions in the air and consumption of utilities such as waste, energy and

water (Hsieh, 2012; IHG, 2016). Similarly, United Nations Environment Programme

has come up with green leader hotel and restaurant certifications for green

restaurants and hotels in order to motivate both small independent and multinational

hotel brands towards environmentally friendly practices (UNEP, 2013).

2.1.1 Green Products

A green product refers to products manufactured through using eco-friendly

technology and has no environmental hazards (Ranjana, 2016). Morel and Kwaye

12

(2012), asserts that product value, product package, product functionalities, and

product design are the most significant features in the product mix.

Green product design plays an essential role in consumer buying behavior. Green

product design is usually long-lasting, non-hazardous, prepared from ecological

resources or minimally packaged like for instance organic foods (Durit, Bolvin, &

Julien, 2010). This can be achieved by restaurants through coming up with

sustainable green menus because they are more welcomed by consumers who are

environmentally responsible. Sustainable green menus can be made up of organic

food products that are naturally produced by pesticides and fertilizers that are non-

toxic and are not genetically engineered locally available menu ingredients; non-

genetically modified foods, sustainably harvested fish and seafood free from harmful

pollutants (Ranjana, 2016).

Green product packaging is an important aspect of a product because it is the first

thing that the consumer sees since it’s a communication instrument between a

restaurant business and the final consumer since it has only a few seconds to make an

impact on the consumers' minds because it catches the guests' eye and convince them

that its' the optimum option (Orzan, 2018). During the process of decision making by

consumers the five stages that entail: recognition of the problem, search of

information, alternatives evaluation, choice of products, and outcome. These are

sometimes not followed like for instance when the customer purchases on impulse,

his decision was focused on environmental cues (Solomon, Bamossy, Askegarand,

& Hogg, 2010).

Eco-friendly products should preferably be packaged in a manner that they can be

recycled and re-used. Much emphasis has been put on the significance of efficient

13

usage of raw material particularly for resources that are non-renewable in the

process of producing goods and services like for instance restaurants using boxes that

are biodegradable as take away containers instead of styrofoam, using new four flap

MCflurry that has been developed to eliminate the need for a lid on the cup,

recycling service goods that are composed of collection of wastes from customers

which significantly reduce waste ammounts thet are emmitted which also save the

resources that are natural (Ranjana, 2016; McDonalds, 2012).

Green ambiance cues include visual, aesthetic, design and layout stimuli that enhance

purchasing value (Oakes, Patterson, & Oakes, 2013). Green restaurant ambiance

offers a soothing effect to the emotional state of the consumer that reduces

psychological stress at the point of purchase and enhance a guest’s experience in a

restaurant (Muposhi & Dhurup, 2016). A green atmospheric environment practices

by restaurants include: efficient energy use, using renewable energy and using CFL

bulbs or LED (Muposhi & Dhurup, 2016). A number of previous research materials

have indicated that there exists a positive relationship exists between green ambiance

and restaurants’ image (Pareigis, Echeveni, & Edvardsson, 2012) . In particular, Kow

& Kim (2013), acknowledge the role of ambient cues in enhancing the emotional

bond with the restaurants.

2.1.2 Green Certification

The emerging trend towards environmentally conscious travel and tourism has led to

growth in the number of environmentally friendly restaurant certification programs

in the food and beverage sector. According to the Green Restaurant Association,

there is a significant customer loyalty increase to the restaurants that are

environmentally certified restaurants because people want to spend their money with

14

restaurants that share their same personal beliefs and values (Welter, 2012). Thus,

according to Schneider (2012), the restaurants that have been certified to be

environmentally friendly are identified as market leaders in practices that

ecofriendly, energy conservation and a future that is suitable often have a

competitive advantage. Eco-hotel certification is a custom tailored product based on

international standards such as ISO 14001, Green Globe, Green Restaurant

Association (GRA) and National Restaurant Association (N.R.A) and follows the

concept of 3Rs (Re-use, Reduce and Recycle) (Schneider, 2012).

GRA puts a lot of emphasizes on seven eco-friendly categories for a green restaurant

operation: energy efficiency and conservation water efficiency and preservation,

recycling and composting, sustainable food, recycled and biodegradable products,

non-toxic cleaning and chemical products and green building construction (G.R.A,

2015).

Green restaurant Energy and water management can be applied in the restaurant as

follows: serving customers water only when requested upon , replacing incandescent

light bulbs with long-lasting CFL bulbs or LED, using motor detectors for lights for

lights in the restrooms, using a system which monitors and temperatures efficiently

and keeping the doors at the entrance closed or altenatively using double entrance

using fully loaded appliances, heat recovering from equipment for re-use and using

gas instead of electricity where possibleusing water dispensers instead of water

bottles and installing greywater systems to re-use water from toilets (Ranjana, 2016).

Restaurant Industry involves pre-consumer (preparation), post-consumer (left-overs

and packaging wastes hence strategies like reducing, reusing and recycling can be

employed giving priority to reducing then re-use and finally recycle waste (Chen,

15

Legrand, & Sloan, 2009). Green waste management initiatives in restaurants are:

recycling waste products like paper, plastic, metal, cardboard and aluminum, re-

using waste like converting used cooking oil to biodiesel, food waste composition

which helps in reduction of wastes and improve the quality of soil, buying in bulk

food condiments and cleaning supplies, procure reusable containers and using

refillable containers and dispensers where possible (Ranjana, 2016; Institute-of-Zero-

Waste, 2010). This is achieved by providing recycle bins and conducting food waste

composting programs (Ranjana, 2016).

Green Procurement refers to the process where business entities realize their

objectives for their works, goods, utilities and services through the choice of

solutions which reduce the impact they bear on the environment across their life

cycle compared to products that are substitutes to theirs (EPA, 2014). Green

procurement concentrates on procuring goods and services that have minimal effects

on the environment (land, air, and water) like for instance purchasing biodynamic

meat and chicken, environmentally friendly cleaning supplies, free-range bacon,

fresh produce from organic suppliers and organic flour (Welter, 2012).

Meanwhile, NRA (National Restaurant Association) promotes sustainable business

in the restaurant industry by providing a valuable online resource “conserve” which

encourage foodservice professionals to engage in green practices: conserve focuses

on four areas: water use, construction, energy efficiency and recycling (Conserve,

2010). ISO 14001 is a standard that is recognized internationally for management of

the environment which was published in 1996 to promote more efficiency in

managing environmentally friendly practices in restaurants and provide beneficial

and functional tools that are a cost-effective system (ISO14031, 2013). NEMA has

16

been accredited the mandate to certify environmentally management system to ISO

14001 standard in Kenya as well as certification Europe which certifies globally

(Schneider, 2012). Globally, Green Globe 21 has been tasked with benchmarking

and certifying hotels and restaurants for consumers and communities as per Agenda

21 and Sustainable Development principles certified by one hundred and eighty two

nations at the United Nations Rio de Janeiro Earth Summit in 1992 (Reg, 1998).

2.1.3 Green Promotion

Promotion involves a company communicating with its target groups and

stakeholders of its product or a company as a whole (Patrick, Guenens, & Den Berg,

2010). Customers are concerned about the promotion of eco-friendly products when

they think it's the conservation or cause-deserving to control the environmental

decline (Ranjana, 2016).

Eco-promotion varies in addressing concerns from the "environmental issues,

environmental friendliness of the products, corporate image campaigns and emphasis

on the environmental credentials of large companies, to public campaigns promoting

environmentally responsible behaviors" (Morel & Kwaye, 2012). Green

advertisement helps restaurants to communicate their efforts to raise and create

demand for eco-friendly foods like for instance indicating on the menu that the menu

items are organic and healthy, publishing on the menu the eco-friendly attributes of

the menu ingredients as free from harmful pollutants (Welter, 2012). There are three

elements of eco- advertising, which are: to start with, the restaurants will come up

with a statement in relation to the environmental conservation. Secondly, the

restaurants are to demonstrate the concerns and dedications they have towards

improving their environment through altering their procedures based on green

17

advertisement. Thirdly, green advertisement promotes a number of specific actions to

conserve the environment (Rahbar & Wahid, 2011).

Eco-labeling is among the essential eco-friendly promotion tools used on green

products and also allow them to understand how the process of products is made.

Green labeling is composed of a number of simple pieces of paper to diagrams that

are significantly complicated which are involved in packaging of goods. (Delafrooz,

Teleghani, & Nouri, 2014). Eco-labels are used by restaurants as tools that appeal

and notify customers the impact of their buying determination impacts the

environment like for instance placing a sticker on the menu and take away containers

displaying green certification logo or the third part certification like ISO-Certified

(Wong & Rashad, 2015). A positive impact exists between recognition of eco-labels

and the green product information on the willingness to buy because they allow

customers to distinguish environmentally friendly products over conventional

products easily. In addition, previous studies in western nations have shown that the

majority of customers prefer eco-labeled products (Cherian & Jacob, 2012).

Green branding is a “symbol, name, term, sign, design or combination of all of them

engaged to recognize the goods or services of a restaurant that is harmless to the

environment” (Wong & Rashad, 2015). Eco-branding helps consumers to easily

distinguish green products from non-green products through a number of measures

like for instance displaying on the company logo and menu that they are green

certified by Green Restaurant Association or Green Globe, publishing all restaurant

environmental activities on social and print media (Delafrooz, Teleghani, & Nouri,

2014). Customers will want to buy green product options for products which provide

for a significant level of impact to the environment in correspondence to the products

18

that bear low impact on the environment (Rahbar & Wahid, 2011). Restaurants bear

a significant possibility of enhancing their businesses by engaging in eco-friendly

activities like green procurement because for the restaurants to claim products are

environmentally friendly they are to thoroughly evaluate their products in a manner

which matches the green requirements that are valid in order to labels that are

certified, like the green restaurant association (Wong & Rashad, 2015).

2.1.4 Green Consumer behavior

The experiences and activities of restaurant guests who engage in purchasing,

consumption and disposal of goods and services constitute the behavior of

consumers. Customer behavior is driven by various needs like for instance: societal

or psychological needs (Kaufmann, Panni, & Orphanidou, 2012).

There is increasing use of technology during consumer buying process which enables

them to make more informed decisions and determine whether to buy or not from the

company depending on the company’s sustainability. More studies reveal that

increasing number of customers are punishing or rewarding companies depending on

their social and environmental performance in this case buying means spreading

positive word of mouth or buying and punishing means refusing to buy products or

spreading negative word of mouth (Grunert, 2011).

The following are factors that influence green consumer behavior: Demographic

factors (Harris, Buress, & Eicher, 2000), noted that conscious consumers about their

environment are either young, female, professionals or white. Secondly, Perceived

Consumer Effectiveness is a factor that is about the degree that people believe their

actions help in problem solving (Ellen, 1991). In addition to, making available the

information on the availability of the product and information about how safe the

19

product is believed to be safe for use. Ismail and Panni, 2008; Taludker, Panni, and

Ismail (2006), established that indeed the availability of eco-friendly products is

essential in making consumers to be involved in proper environmental behaviors.

Finally, environmental concern and attitude is a significant factor. Balderjahnn(1988)

discovered existence of a positive attitude towards eco-awareness has led to

responsible purchasing of green products. Ecological consciousness has perceptive,

data-based element and an effective, opinion-based element (Kollmuss & Aggyman,

2002). Furthermore, Schwartz’ altruism theory recommends the behaviors that are

pro-environmental become more probable as a result of an individual being aware

and responsible for changing the conditions that alter the environmental conditions

(Shwartz, 1977). Finally, pro-environmental consumer behavior is whereby

customers become sensitive in their environmental attitudes, purchases as well as

their preferences (Sarrigullu, 2009).

2.2 Theoretical Framework

The theories surrounding environmental sustainability and green consumerism try to

advocate for the prioritization and integration of social responses to environmental

and cultural problems. Theories such as ABC theory, slack resources theory and

good management theory informed this research and formed a basis upon which the

conceptual framework was developed since they explain how consumer behavior is

influenced by various environmental practices.

2.2.1 ABC Model

ABC theory focuses on how green products influenced customer buying behavior

and thus aided the study to understand how consumers are influenced by green

products availed by restaurants. ABC theory suggest that consumers’ past experience

20

with green products can either result to positive or negative purchasing behavior

towards the product in the future (Morel & Kwaye, 2012).

It also highlights how consumer buying behavior is affected by consumer attitudes,

thoughts and feelings towards eco-friendly practices (Picket-Baker & Ozaki, 2008).

(Picket-Baker & Ozaki, 2008), examined in their research that environmentally

conscious consumers were likely to pick or purchase brands they knew the product

by restaurants whose goods and production method was “environmentally friendly.”

The experience and satisfaction of the green products have a green impact on the

feeling and action of the consumers’ attitudes. Consumers have ambivalent attitudes

towards eco-friendly products because they make positive and negative evaluations

of products (Chang, 2011).

2.2.2 Good Management Theory

The theory mainly focuses on how green promotion influences consumer buying

behavior and thus aided the study to understand how consumers are influenced by

green promotion activities by restaurants. The theory suggests that the restaurants

which are innovative management often seek to incorporate competitive advantage

from practices such as making use of green practices to better serve their customers

(Miles & Russell, 1997). In a saturated market situation, where market forces are

constantly changing, increasing competition and market differentiation is being

harder; companies should seize the opportunity to attract customers, create positive

publicity and increases customer loyalty through green promotion by eco-labeling

products, eco-branding and environmental advertisement which are superior

environmental practices (Wilhelm, 2009).

21

2.2.3 Slack Resources Theory

This theory mainly focuses on how green certification can affect the buying behavior

of consumers and thus aided the study to understand how consumers are influenced

by green certification programmes. The theory proposes any firm that bears

sufficient assets often tends to allocate their resources that are discretionary for

practices that are socially responsible, such as enhancements in the environment that

are ascertained by reputable third parties like G.R.A to be in line with international

standards of environmental conservation practices in order to obtain better image,

reputation and become socially responsible, which leads to more successful

outcomes in the future (Miles & Russell, 1997; Ranjana, 2016). For instance, by

acquiring green certifications whereby the restaurants are endorsed to be green in

their operations in the following areas: energy efficiency and conservation, water

efficiency and conservation, recycling and composting, sustainable food, recycled

and biodegradable products, non-toxic cleaning and chemical products and green

building construct (Green-Restaurant-Association, 2010).

2.3 Summary of Literature and Gaps

Many kinds of literature and surveys examine green practices on different subjects

and disciplines and not about consumer behavior. Like for instance, recent research

conducted in Kenya was on “The determinants of management commitment to the

application of green practices in 4-5-star hotels” (Wachira, 2015). This research did

not capture the role of green restaurant practices on consumer buying behavior. It

didn’t take into account how other factors like green certification, green promotion

and green product influence consumer buying behavior. Furthermore, the research

was restricted to 4-5-star Mombasa county hotels. In addition, this study used

descriptive survey design which is not the best research methodology since it’s

22

unreliable and there is no way to statistically analyze and infer the results. Finally, it

focused on the administration’s commitment to implement environmentally friendly

practices in 4-5-star hotels in Mombasa County. Thus, this research sought to fill in

these gaps through the examination of the role of green practices on consumer

buying behavior in Nairobi City County with a special focus of how green product,

green certification and green promotion affects consumer buying behavior in

restaurants in Nairobi City County, Kenya.

Past findings concerning the relationship between consumer behavior and green

products have contradictory results; certain researches showed that customers

thought that non-eco-friendly products have high quality compared to eco-friendly

products while in other researches the results showed that customers thought that

eco-friendly products had higher quality than to non-eco-friendly products thus

prompting the research (Vernekar & Wadhwa, 2011). Therefore, this research sought

to fill in the gap by examining whether green products affect consumer buying

behavior in Nairobi City County and whether they have a higher quality as compared

to non-green products.

Furthermore, a recent survey by Namakung and Jang (2013), studied the impact of

eco-friendly practices on brand equity of upscale food outlets. The findings were out

that eco-friendly practices that were focused on food were more effective in

enhancing eco-friendly brand image than green practices which focused on

environment hence making it challenging in concluding whether eco-friendly

practices have substantial and significant impact on consumer buying behavior

towards a restaurant. This study sought to fill in this gap in knowledge by

specifically focusing on examining whether ther is a statistical significance between

23

eco-friendly practices and consumer buying behavior in restaurants in Nairobi City

County.

There are limited studies that have been carried out on effects on eco-friendly

practices on restaurants about customer purchasing behavior in Nairobi City County,

Kenya since the existing studies in Kenya have concentrated on Mombasa County

and on other subjects like for instance, the study conducted by Gitobu and Njoroge

(2015), conducted a study on the adoption of green marketing practices by Mombasa

county hotels. This study was confined to Mombasa county hotels and didn’t cover

Nairobi City County and also it based on the adoption of general green marketing

practices instead of strictly focusing on how green practices like green promotion

affects consumer buying behavior.

In addition, this study didn’t answer the following questions: Do green practices have

an impact on the restaurant image and shape the intention of the consumers’

behavior? Can green restaurants with improved image affect consumers’ behavioral

intention? This indicates that there are knowledge gaps on the effect of eco-friendly

practices on consumers’ purchasing behavior in restaurants in Nairobi City County,

Kenya. In addition, the research design used was appropriate because the researcher

obtained a representative data in a specified population since green marketing

occurred simultaneously with consumer buying behavior. This study sought to fill in

these gaps in knowledge by specifically focusing the role of green practices on

consumer buying behavior in restaurants in Nairobi City County and taking into

account green practices like green promotion and how they affect consumer buying

behavior.

24

It’s upon this basis that the research sought to realize this knowledge deficit and

answer the questions that have been indicated by examining how sustainable green

practices influence customer purchasing behavior in 4-5-star restaurants in Nairobi

City County.

25

CHAPTER THREE: RESEARCH METHODOLOGY

3.0 Introduction

This chapter explored the research methodology that was used as well as where the

study will be conducted. This chapter examined the study design, study population,

sample size and sampling procedure, data collection instruments, pretesting, validity

and reliability of research instruments and data analysis procedure.

3.1 Research Design

The researcher used descriptive cross-sectional survey research design in order to

obtain data about on the existing status quo of the subjects in this study and gathering

facts without manipulation of variables (Kothari, 2014). The researcher chose

descriptive cross-sectional survey research design as a preferred method because it is

suitable for collecting data on perceptions and behavior of the respondents in the

restaurants (Mugenda & Mugenda, 2013; Kothari, 2014).

3.2 Area of study

The researcher’s study area was Nairobi City County. Nairobi City County was

selected to be the study area as Nairobi City County is strategically located in the city

with a high concentration of green environmental experts, financial and social

resources to embrace green practices and yet it has the highest waste disposal

challenges and insufficient waste management systems (National-Environmental-

Authority, 2018; Nyamache, 2018) and moreover it has the highest number of

classified restaurants (The-Kenya-Gazette, 2003).

Furthermore, it’s easily accessible for the researcher to reach out to the respondents.

According to Brotherton (2012), one should choose an area of study that can be

easily accessed by the researcher.

26

3.3 Target Population

The target population was made up of the twenty 4-5 star standalone restaurants

within Nairobi City County in Kenya because restaurants consume a lot of

disposable products, water and energy (Horovitz, 2014) and also 4-5 star restaurants

have more similarities in their green operations thus making it easier for the

researcher to come up with conclusive results. Instead of using customers as

respondents this study used restaurant staff since the researcher was prohibited to

access the guests in the restaurants by management. The researcher chose restaurant

managers as the respondents because they are the green policy and decision makers

in restaurants while restaurant supervisors were selected as respondents to ensure that

the decisions and policies formulated on green practices are implemented fully.

Restaurant waiters and waitresses were targeted as respondents because they are the

ones implementing the green environmental policies formulated and are in constant

contact with restaurant guests and therefore they have so much information about the

restaurant guests since they have direct contact with guests and they interact with

them closely since they directly offer restaurant services to customers.

Table 3.1: Target Population

Population Number of

respondents

Total

Restaurant Managers 20 1 = 20

Restaurant waiters and

waitresses

20 2 20=40

Restaurant Supervisors 20 20=40

Total 100

3.3 Sampling Technique

The total number of 4-5-star restaurants in the Kenya is 22 whereby 20 are located in

Nairobi City County while 2 are located in Mombasa County (The-Kenya-Gazette,

2003). The study population was made up of 19 4-5-star restaurants in Nairobi City

27

County since the remaining one was used for pre-testing. The researcher conducted a

census because the population is small since Israel, 1992 suggests that census survey

is attractive to the small population of 200 or less and it can additionally eliminate

errors in sampling and can provide statistics of all individuals of a population.

Therefore, the researcher used the whole population where 19 restaurants were

selected, and the other one was used for pretesting.

The researcher selected two supervisors and two restaurant waiters and waitresses to

represent both shifts day and night to be sampled. Purposive sampling was used to

select restaurant managers, supervisors and waiters from 4-5-star restaurants to get

critical information. (Mugenda & Mugenda, 2003).

3.5 Sample size

The study applied Fisher’s formula by Fisher (1958) as modified by Mugenda &

Mugenda, (2013) in determining the sampling size formula for a population that is

less than 10,000 was as follows:

where nf is Fisher’s formula and N, is the accessible population size

Where:

nf= Fisher’s value

z= 1.96 (critical standard score from the cumulative standard normal table)

p= the probability of success (the study used 0.50)

d= (1-p) the probability of failure

e=allowed error (in this study 0.05 was used)

= 79 respondents

The total sample size was 79 respondents.

28

Table 3.2: Sample Size

Target group Population Target Population Sample size Percentages

Restaurant Managers 20 15 20%

Restaurant waiters and

waitresses

40 32 40%

Restaurant Supervisors 40 32 40%

Total 100 79 100%

3.4 Data Collection Instruments

3.4.1 Questionnaire

The researcher used self-administered questionnaire composed of a closed-ended

questionnaire to collect data because they were easier to analyze. Questionnaires that

are self-administered were used for the convenience of both researcher and the

respondents of the study (Brotherton, 2012). The questionnaire also consisted of

Likert scale questions because the respondents would find it easy to answer and also

it is easier to find out respondents opinion or attitude about a given situation

(Brotherton, 2012).

3.4.2 Observation Schedule

The researcher also used structured observation schedules to gain an in depth

understanding on opinions of consumer attitudes and green practice perception in

restaurants (Brotherton, 2012). In addition, observation schedules was chosen by the

researcher to collect data as it was the most significant method to study the human

consumer buying behavior because it is a direct method for collecting data or

information (Kothari, 2014).

3.4.3 Secondary data

The study also used secondary data such as newspapers, articles and TV programmes

that talk about green consumerism because it formed a basis upon which primary

results were compared and checkmated on consumer’s motivations, opinions,

29

attitudes and perceptions concerning green practices in restaurants in an economical

way (Brotherton, 2012). In addition, it’s a time saving method of data collection

(Kothari, 2014).

3.5 Pretesting the instruments

The pretesting of instruments was done in one of the restaurants that did not take part

in the main study. The researcher selected one 4-5-star restaurant for pre-testing. 10

respondents were selected randomly from the one 4-5-star restaurant selected since

Borg and Gall (2003) stated that atleast 10% of the target population can be used for

pre-testing. Borg & Gall(2003) postulated that research instument pretesting is

important in validating and confirming the reliability of the research instrument for

quality control.

3.6 Validity of Instruments

The researcher used the school-based supervisors Dr. Miricho and Dr. Wandolo and

industry-based experts to check the subjects against the research objectives

(Brotherton, 2012). This helped to ensure that there is appropriateness in content

clarity, adequacy in capturing the needed data.

3.7 Reliability of the Instruments

The internal reliability of research instruments was determined by Cronbach's alpha

coefficient because it indicates the internal consistency of a set of items especially if

there are many variables included in the scale. Griethuijsen and Trimmer (2014),

suggested that Alpha Co-efficient ranging from 0.67 to 0.87 for such studies are

reasonable and reliable. The results obtained from Cronbach's alpha coefficient were

0.67, 0.69, 0.72 and 0.78 respectively indicating that the research instruments were

reliable as shown in table 3.3.

30

Table 3.3 Reliability Test Results 2

Scale Cronbach's

Alpha

No. of Items Comment

Green Products 0.67 5 Reliable

Green Certification 0.69 5 Reliable

Green Promotion 0.72 5 Reliable

Consumer buying behavior 0.78 5 Reliable

3.8 Data Collection Procedures

The relevant documents such as an introduction letter was obtained from graduate

school at Kenyatta University dean to facilitate the research process and later applied

for NACOSTI permit which was issued to allow the researcher to conduct the study.

The research used a structured questionnaire and observation schedules as tools of

collecting data. The collection of data was undertaken in the sampled restaurants.

First, the research assistants were trained on how to administer the research

instruments and then researcher visited the sampled restaurants to familiarize with

the restaurant managers and explained the study objectives and made arrangements

that were necessary for the actual administration of the instrument of collecting data.

Then the researcher booked appointments with the restaurant managers when they

were not busy. A timetable was given to research assisted according to the

appointment dates to guide them on the time and the date to administer the research

instruments. The researcher together with research assistants administered the

questionnaires and observation schedules on the appointed date and collected the

data.

3.9 Data Analysis Procedure

The statistics collected from the respondents were coded and entered into the

computer and analyzed using statistical package for humanities. The technique that

was used in data analysis included descriptive analysis to obtain quantitative data

31

using Statistical Package for social sciences because according to Mugenda and

Mugenda (2013), this programme helps organize and present data through charts and

graphs easily. Findings of the study were presented using frequency tables and

percentages tabulation.

The researcher used correlation and multiple regression analysis to examine the

strength of the relationship and direction of the association between two variables,

and the effect between variables (Brotherton, 2012). In addition, the researcher used

descriptive analysis to describe the association between variables, cross-tabulation

analysis was used to test the significance of association between variables and

ANOVA in order to test whether the there are any statistical differences that are

significant between the means of three or more independent groups.

Brotherton (2012), stated that correlation coefficients are used to measure the

strength of statistical relationship amongst the two variables. Correlation alone does

not provide proof of the existence of such a relationship, and it does not tell us the

size of the impact that one variable has on the other. This can be determined using

regression analysis (Brotherton, 2012). In addition, Cross-tabulation analysis was

used to test if there is any significance of the relationship between variables since co-

relation and regression analysis cannot test the significance of the association

between two variables (Brotherton, 2012). Anova was used in testing whether there

is a statistical mean difference between mean green practices and mean consumer

buying behavior.

32

Table 3.3 Data Analysis

Objective Method of analysis Justification

1. To investigate the contribution of green

product on the consumer buying behavior

of 4-5-star restaurants in Nairobi City

County, Kenya.

Multiple regression,

descriptive statistics,

correlation, and cross

tabulation

Test relationship and

the significance of the

relationship

2. To investigate the role of green

certification on the consumer buying

behavior of 4-5-star restaurants in Nairobi

City County, Kenya.

Multiple regression

Analysis, descriptive

statistics, correlation,

and cross tabulation

Test relationship and

the significance of the

relationship

3. To examine the contribution of green

promotion to the consumer buying

behavior of 4-5-star restaurants in Nairobi

City County, Kenya.

Pearson product

moment correlation,

descriptive statistics,

regression, and cross

tabulation

Test relationship and

the significance of the

relationship

4. To examine the role of green practices

on consumer buying behavior of 4-5-star

restaurants in Nairobi City County, Kenya.

ANOVA

Test statistical mean

differences between

means of variables

Furthermore, structured observation schedules were analyzed quantitatively using

descriptive analysis to describe the relationship between green practices and

consumer buying behavior using frequency tables and percentages tabulation.

Additionally secondary data such as newspapers, Tv programmes and articles were

analyzed qualitatively using NVIVO in order to obtain an in depth understanding of

consumer’s motivations, opinions, attitudes and perceptions concerning green

practices and the results were presented in form of word trees (Mugenda &

Mugenda, 2013).

3.10 Ethical Considerations

The researcher sought a research permit from NACOSTI and an introduction letter

obtained from the university graduate school permitting the researcher to undertake

the study. The researcher protected the respondents from any form of harm whether

physically or psychologically. The researcher maintained the confidentiality of all the

information collected from the despondence by hiding their identity of the

respondents.

33

CHAPTER FOUR: FINDINGS AND DISCUSSION

4.0 Introduction

This chapter explored data analysis, data presentation, and discussion of the findings

of the study. The aim of the study was to examine the role of green practices on

consumer buying behavior in 4-5-star restaurants in Nairobi City County. The

objectives of the study were: to examine the contribution of eco- product on

customer buying behavior of 4-5 star restaurants in Nairobi City County, Kenya, to

investigate the role of eco-certification on consumer buying behavior of 4-5 star

restaurants in Nairobi City County, Kenya, to ascertain the association between green

promotion and consumer buying behavior of 4-5 star restaurants in Nairobi City

County, Kenya.

4.1 Response Rate

Out of a total of 79 questionnaires which had been issued to respondents, only 56

were completed which represented a 71% response rate. Response rates

approximating 60% for most research should be the researcher’s goal (Mugenda &

Mugenda, 2013). This shows that the researcher met the minimum required response

rate to make the results reliable and conclusive. A non-response rate of 29% was

found due to respondents not being co-operative.

Table 4.1: Response rate 4

Questonaires Frequency Percent %

Response 56 71%

Non-response 23 29%

Total 79 100%

34

4.2 Demographic characteristics of the study

The researcher obtained information about the personal data of respondents. The data

was related to gender, age, and academic level. The quantitative data were presented

in the form of tables and pie charts below:

4.2.1 Gender of respondents

The demographic characteristics results indicated that 51.8% were female while the

male counterparts were 48.21%. This study indicates that majority of the

respondents were female.

Figure 4.1: Gender of respondents 0.1

4.2.2 Age of respondents

The results indicate that most of the respondents were between the ages of 18 to 40

years by 76.8% while 23.2% were between the ages of 41-60 years as shown in

figure 4.2 below. These results imply that most Nairobi City County restaurant

employees are young ranging between 18-40 years hence the implementation of

green practices were readily embraced because according to Harris, Buress, & Eicher

(2000), young people tend to be more environmentally conscious.

35

Figure 4.2: Age of respondent 0.2

4.2.3 Academic level of respondents

The results indicated that certificate holders comprise of 25%, 58.9% were diploma

holders while 16.1% were Bachelor’s degree holder as summarized in figure 4.3

below. This study implies that the green practices are being implemented in the

restaurants since the supervisors and waiters and waitresses who are the policy

implementers in the restaurant industry fall under the category of diploma holders

who comprise of 58.9%. Since educated employees embrace green practices readily

because at diploma level the employees have acquired environmental knowledge on

the importance of ecological conservation in the curriculum (Sustainability, 2015).

36

4.3 Descriptive Statistics of green practices and consumer buying behavior

4.3.1 Integration of eco-friendly policy practices

The study from Table 4.2 indicated that 100% of the respondents had integrated

environmentally friendly policy practices. The results imply that all the restaurants in

Nairobi City County are incorporating the green policy practices.

Table 4.2: Number of restaurants that have adopted environmentally friendly

policy practices5 6

Furthermore, these findings are supported by descriptive analysis of structured

observation schedules whereby Figure 6.1 in appendix VI shows some of the green

practices’ restaurants are implementing in their operations whereby 68.5% of

restaurants are implementing Green product practices, 92.3% of restaurants are

Frequency Percent

Yes 56 100.0

No 0 0

Total 56 100

Figure 4.3: Academic level of respondents

37

implementing green certification practices and 92.3% of restaurants are integrating

green promotion practices. This is because restaurants have limited space to

implement all the green practices.

Figure 6.2 in appendix VI indicate some of the green product practices being

integrated in restaurants in Nairobi City County as follows: 61.5% of restaurants are

using natural lighting, 92.3% of restaurants using biodegradable take away

containers and 100% of restaurants are placing organic menu items on the menu.

Figure 6.3 indicate some of the green certification practices being implemented in the

restaurants as follows: 92.3% of restaurants are placing green accreditations on the

menu, 100% of restaurants are using eco-friendly detergents, cleaners and food

materials and 100% of restaurants are using locally sourced menu ingredients.

Figure 6.4 indicate some of the green promotion practices being integrated by

restaurants as follows: 100% of restaurants are publishing restaurants’ efforts to

safeguard the environment on media, 100% of restaurants are placing stickers on the

menu indicating the menu items are organic and 92.3% of restaurants are placing

stickers on the menu displaying eco-certification

These findings contradict the findings of a report by Ndurya and Marete (2010), who

found out that few hotels in Kenya had adopted a pro-environmental policy and

participated in green initiatives.

4.3.2 How long restaurants have integrated eco-friendly policy practices

The study from table 4.3 indicates that 25% of respondents have been incorporating

eco-friendly practices between 0-5 years, 12.5% have been integrating eco-friendly

policy practices for between 6-10 years, 3.6% have been integrating eco-friendly

38

policy practices for between 11-15 years, 35.7% of respondents have been

integrating eco-friendly policy practices between 16-20 years while 23.2% of

respondents have been integrating eco-friendly policy practices for 20 years and

above. The results indicate that the most restaurants in Nairobi City County have

implemented environmentally friendly practices for a good number of years between

16-20 years.

Table 4.3: Number of years restaurant have been practicing environmentally

friendly policy practices 7

4.3.3 The extent to which restaurants implement eco-friendly policy practices

The study from table 4.4 shows that 76.8 % of respondents have implemented eco-

friendly policy practices to a great while 23.2% have implemented eco-friendly

policy practices to some extent. This indicates that environmentally friendly policies

have been applied to a great extent by restaurants in Nairobi City County.

Table 4.4: The extent to which restaurants have implemented environmentally

friendly policy practices 8

Frequency Percent

To a great extent 43 76.8

To some extent 13 23.2

Total 56 100.0

4.3.4 Green Products and Consumer Buying Behavior

The study shows that the respondents are providing menus with local ingredients on

the with a mean of 4.64 and a standard deviation of 0.483. In addition, the 4-5

restaurants in Nairobi City County are offering locally baked foods with a man of

Years Frequency Percent

0-5 14 25.0

6-10 7 12.5

11-15 2 3.6

16-20 20 35.7

20 & above 13 23.2

Total 56 100.0

39

4.23 and a standard deviation of 0.527. 4-5-star restaurants in Nairobi City County

use biodegradable, re-usable take away containers with a mean of 3.98 and a

standard deviation of 1.021. Finally, the respondents agreed that they are using a

system that monitors comfortable temperatures with a mean of 3.70 and a standard

deviation of 0.884. The results are shown in table 4.5. Plate 8.1 as indicated in

appendix VIII indicates that the restaurants are indeed using air conditioners to

control comfortable room temperatures. These results are supported by descriptive

analysis of the structured observation schedule as shown in appendix VI Table 6.2

indicates that the restaurants are indeed: offering organic food on the menu since the

mean was 3.23 and the standard deviation was 0.00, using biodegradable takeaway

containers since the mean was 3.85 and standard deviation was 0.277 and also using

natural light since the mean was 4.00 and the standard deviation was 0.506.

This implies that indeed green product practices have great importance in consumer

buying behavior. This notion is supported by a study conducted in the United States

in Green Restaurants that found out that green product practices were important in

consumer buying behavior since the mean was ranging between 5.46 and 6.16

(EunHa and SooCheong, 2010).

Table 4.5: Green product descriptive analysis 9

Green product Mean Std. Deviation

Offering local ingredients on the menu 4.64 .483

Offer locally baked foods 4.23 .572

Using biodegradable, reusable or recyclable

take away containers

4.11 1.021

Offering organic food on the menu 3.98 .884

Use a system that monitors and controls

comfortable room temperatures

3.70 1.426

40

4.3.5 Green Certification and Consumer Buying Behavior

The study indicates that respondents use 3-container recycling bins system for waste

products with a mean of 3.32 and a standard deviation of 1.403. With a mean of 4.54

and a standard deviation of 0.503, the study indicates that the respondents are using

energy-efficient lighting bulbs. Respondents are serving beverages in re-usable

glasses or mugs upon request with a mean of 3.82 and a standard deviation of 1.403.

4-5-star restaurants in Nairobi City County purchase eco-friendly products with a

mean of 4029 and a standard deviation of 0.624. Respondents use motion detectors

for lights in restrooms with a mean of 4.16 and a standard deviation of 0.781. The

results indicate that indeed green certification practices in terms of green

procurement and green management of waste, water and energy influenced consumer

buying behavior since the mean is more than 3.0.

These results are supported by descriptive analysis of the structured observation

schedules as shown in appendix VI in Table 6.3 indicates that the restaurants are

indeed: using eco-friendly detergents, cleaners and food materials since the mean

was 3.85 and the standard deviation was 0.000, using locally sourced menu

ingredients since the mean was 4.00 and standard deviation was 0.000 and also using

natural light since the mean was 4.00 and the standard deviation was 0.277. This

implies that restaurants acquiring green certification from independent and reputable

organizations like Green Restaurant Association which ascertain that they are

operating in an eco-friendly manner in terms of green management of waste, water,

energy and procurement of resources have an impact on consumer buying behavior.

41

Table 4.6: Green Certification Descriptive statistics 10

Green certification Mean Std.

Deviation

Offer recycling bins for waste products like plastic

cups, paper sleeves and cup sleeves.

3.32 1.403

Use of energy-efficient lighting 4.54 .503

Serve beverages in reusable glasses or mugs upon

guest request

3.82 1.403

Purchasing eco-friendly products 4.29 .624

Use of motion detectors for lights in restrooms 4.16 .781

Plate 8.2 as indicated in appendix VIII indicates that restaurants are using bins to

collect waste products while Plate 8.3 as indicated in appendix VIII indicates that

restaurants are using energy efficient bulbs to save energy. These results are

supported by descriptive analysis of structured observation schedules as shown in

appendix VI in Table 6.3 indicates that the restaurants are indeed: using eco-friendly

detergents, cleaners and food materials since the mean was 3.85 and the standard

deviation was 0.000, using locally sourced menu ingredients since the mean was 4.00

and standard deviation was 0.000 and also using green accreditations on the menu

and logo since the mean was 4.00 and the standard deviation was 0.277. These

results are in line with a research conducted in the USA in Green, Restaurants

showed that green certification practices are of great importance to consumer buying

behavior since the means were ranging between 5.46 and 6.16 (EunHa and Soo-

Cheong, 2010).

4.3.6 Green Promotion and Consumer Buying Behavior

The study shows that 4-5 restaurants in Nairobi City County publish eco-friendly

attributes of its products on the co-operative website with a mean of 4.14 and a

standard deviation of 0.724. The study indicates that the respondents promote their

green achievements and credentials with a mean of 4.07 and a standard deviation of

42

0.735. With a mean of 4.05 and a standard deviation of 0.724, this indicates that

respondents advertise their eco-friendly products by eco-labeling their products. The

study shows that the 4-5 restaurants in Nairobi City County publish all their eco-

friendly activities on the co-operate website with a mean of 3.88 and a standard

deviation of 0.740. The study indicates that the respondents collaborate with

environmental groups with a mean of 1.00 and a standard deviation of 0.00. The

results imply that green promotion practices have influenced consumer buying

behavior except restaurants participating in environmental groups since its mean is

below 3.0. These results are supported by descriptive analysis of the structured

observation schedule as shown in appendix VI in Table 6.4 indicates that the

restaurants are indeed: are placing green sticker labels on the menu indicating the

menu items are organic since the mean was 3.85 and the standard deviation was

0.000, publishing their efforts to safeguard the environment in media since the mean

was 4.00 and standard deviation was 0.000 and also placing stickers on the menu

displaying eco-certification since the mean was 4.00 and the standard deviation was

0.277.

The results indicate that green promotion has indeed an impact on consumer buying

behavior in restaurants in Nairobi City County. These results are supported by a

study conducted in Sweden showed a correlation coefficient of 0.579 on the

statement “I believe and pay attention to eco-friendly advertising” hence indicating

that indeed green promotion practices influenced consumer buying behavior.

43

Table 4.7: Green Promotion Descriptive statistics 11

Green promotion Mean Std. Deviation

My establishment publishes eco-friendly attributes

of its products on the co-operate website

4.14 .724

My establishment promotes its green

achievements and credentials

4.07 .735

My establishment advertises its eco-friendly

products by eco-labeling its products

4.05 .923

My establishment publishes all its eco-friendly

activities on the corporate website

3.88 .740

My establishment collaborates with environmental

groups

1.00 .00

4.3.7 Consumer Buying Behavior towards Green practices

The study indicates that consumers are actively supporting environmental

sustainability by purchasing eco-friendly products with a mean of 2.96 and a

standard deviation of 1.134. The study shows that consumers prefer eco-friendly

products to conventional products with a mean of 3.03 and a standard deviation of

1.516. This study indicates consumers acquire products that are eco-friendly in order

to preserve the earth with a mean of 2.70 and a standard deviation of 0.989.

Consumers prefer organic foods to genetically modified food products with a mean

of 2.91 and a standard deviation of 1.137. Consumers prefer environmentally

certified goods and services with a mean 3.59 and a standard deviation of 1.203.

These results are supported by descriptive analysis of the structured observation

schedules as shown in appendix VI in Figure 6.1 indicates that the restaurants are

indeed undertaking green certification practices since the mean was 3.6923 and the

standard deviation was 0.44015, undertaking green promotion practices since the

mean was 3.9487 and standard deviation was 0.18490 and undertaking green

products practices since the mean was 3.9487 and standard deviation was 0.18490.

44

This indicates that indeed consumers purchasing behavior have been influenced by

green practices since their standard deviations are less than 1. This study implies that

green promotion has indeed an impact on consumer buying behavior in restaurants in

Nairobi City County. These results are supported by a study conducted in Spain,

which found a correlation coefficient of 0.74 indicating that indeed consumer

behavioral intentions to certified hotels were affected by green practices (Martinez,

Angel, & Raquel, 2017).

Table 4.8: Consumer buying behavior descriptive analysis 12

Consumer Buying Behavior Mean Std. Deviation

Consumers are actively supporting environmental

sustainability by purchasing eco-friendly products

2.96 1.134

Consumers prefer eco-friendly products to

conventional products

3.03 1.516

Consumers purchase eco-friendly products to preserve

the earth

2.70 .989

Consumers prefer organic food products to genetically

modified food products

2.91 1.137

Consumers prefer environmentally certified goods and

services

3.59 1.203

4.3.8 Green Practices and Consumer buying behavioral intentions

This research indicates that most of the respondents agreed that green product

influences consumer buying behavior with a mean of 4.1321 and a standard deviation

of 0.57370, respondents agreed that green certification practices influenced

consumer-purchasing behavior with a mean of 4.0250 and a standard deviation of

0.51742. The study indicates that the respondents in the study agreed that green

promotion affected consumer-purchasing behavior with a mean of 4.0259 and a

standard deviation of 0.62762. (Rahman, (2016) supports this notion since the

findings were that 79% of respondents agreed that implementing eco-friendly

practices is a significant decisive factor in their choice of restaurants.

45

Table 4.9: Descriptive statistics of green practices and consumer buying

behavior13

Green Practices Mean Std. Deviation

Green Product 4.1321 .57370

Green Certification 4.0250 .51742

Green Promotion 4.0259 .62762

4.4 Green Product Predictors and Consumer buying behavior

4.4.1 Cross tabulation Analysis on Green Product Predictors and Consumer

buying behavior

The researcher sought to find out whether green product predictors have a significant

relationship with the purchasing behavior of consumers. The results are as shown in

4.10

Table 4.10: Cross tabulation analysis of green product predictors 14

Variable -value Df P-value Linear by Linear

Association

Green Product

Design

69.642 45 0.011 0.006

Green Packaging 43.330 27 0.024 0.019

Green Ambience 24.696 27 0.591 0.022

From the analysis as shown in Table 4.10, at 5% significant level the results show the

P value for Green product design, green packaging and green ambiance as follows:

0.011, 0.024 and 0.591 respectively. This indicates that an association exists between

green product and green packaging with consumer buying behavior since their P

values are less than 0.05 while green ambiance has no association with consumer

buying behavior since its P value is greater than 0.05. The results indicate a linear by

the linear association between green product design, green packaging and green

ambiance with consumer buying behavior since the p-values are less than 0.05 since

their p-values are: 0.006, 0.019 and 0.022 respectively. Furthermore, the green

product had the greatest significant association with consumer buying behavior since

46

it has the greatest Pearson chi-square static compared to green packaging and green

ambiance

4.4.2 Correlation analysis of the relationship between green product predictors

and consumer buying behavior

The researcher sought to find out whether green product predictors bear any

significant relationship with the purchasing behavior of the consumers. The results

are as shown in 4.11:

From the analysis as shown in Table 4.11, the results indicate P values for green

product design, green packaging and green ambiance as follows: 0.05, 0.018 and

0.020. This shows that there is a positive significant relationship between green

product design, green packaging and green ambience with consumer buying behavior

since the P<0.05. Furthermore, there are weak relationships between green product,

green packaging and green ambience with consumer buying behavior since their

correlations co-efficients are: 0.371, 0.316 and 0. 310 respectively which are further

from 1.

Table 4.11: Correlations 15

Green

Product

Design

Green

Packaging

Green

Ambience

Consumer

Buying

Behavior

Green Product

Design

Pearson

Correlation 1 .212 .360

** .371

**

Sig. (2-tailed) .116 .006 .005

N 56 56 56 56

Green Packaging

Pearson

Correlation .212 1 .775

** .316

*

Sig. (2-tailed) .116 .000 .018

N 56 56 56 56

Green Ambience

Pearson

Correlation .360

** .775

** 1 .310

*

Sig. (2-tailed) .006 .000 .020

N 56 56 56 56

Consumer buying

behavior

Pearson

Correlation .371

** .316

* .310

* 1

Sig. (2-tailed) .005 .018 .020

N 56 56 56 56

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

47

4.4.3 Regression analysis of the relationship between green product predictors

and consumer buying behavior

The researcher sought to find out the direction of the association between green

product and consumer buying behavior. The results are as shown in 4.12:

The summary model provides for the correlation coefficient and coefficient of

determination (r2) for the regression model. The coefficients of determination of

green product design, green packaging and green ambience are: 0.137, 0.100 and

0.096 hence suggesting that for every unit increase in green product design it will

result 13.7% increase in consumer buying behavior. A unit increase in green

ambiance will result in 10% increase in consumer buying behavior, and finally a unit

increase in green ambiance will result in 9.6% increase in consumer buying behavior.

A qualitative analysis of secondary data using NVIVO as shown in Appendix VI in

figure 7.3 contradicts these findings since it shows that green packaging and green

product design bears the highest impact on consumer buying behavior as compared

to green ambience since it had the most coding reference frequencies count of 1 each

and furthermore green ambience did not have any influence on consumer buying

behavior since it had a zero coding reference frequency word count.

Table 4.12: Model Summary for green product predictors16

Model R R Square Adjusted R Square Std. error of the

Estimate

1.Product design .371 .137 .121 .47107

2. Packaging .316 .100 .083 .48032

3.Ambience .310 .096 .079 .48131

a. Predictors: (Constant), Green Product Design, Green Packaging, Green Ambience

48

4.5 Green Certification Predictors and Consumer buying behavior

4.7.1 Cross tabulation Analysis on Green Certification Predictors and consumer

buying behavior

The researcher sought to find out whether green certification predictors bear a

significant relationship with consumer buying behavior. The results are as shown in

4.13:

Table 4.13: Cross tabulation analysis of Green certificate predictors 17

Variable -value Df P-value Linear by

Linear

Association

Green Waste 157.462a 75 .000 .463

Green Energy 146.031a 60 .000 .000

Green Water 63.615a 30 .000 .148

Green

Procurement

80.986a 30 .000 .001

From the analysis as shown in Tale 4.13, at 5% significant level the results show the

P value for green waste management, green energy, green water, and green

procurement as follows: 0.000, 0.000, 0.000 and 0.000 respectively. Thus, P<0.005

hence concludes that there is indeed a strong significant association between green

waste management, green energy, green water and green procurement with consumer

buying behavior. The results indicate that there is a weak linear by linear association

level of association between green energy and green procurement with consumer

buying behavior since their p-values are further from 0.05 which are 0.000 and 0.001

respectively. There is no linear by the linear association between green waste and

green water with consumer buying behavior since their p-values which are 0.463 and

0.148 respectively are more significant than 0.05. Furthermore, green waste

management had the highest significant association with consumer buying behavior

since it has the greatest Pearson chi-square static compared to green procurement,

green water, and energy management.

49

4.5.2 Correlation analysis of the relationship between green certification

predictors and consumer buying behavior

The researcher sought to find out whether green certificate predictors bears any

significant relationship with the buying behavior of consumers. The results are as

shown in 4.14:

From the analysis as shown in Table 4.14, the results indicate P values for green

waste management, green energy, green water, and green procurement as follows:

0.468, 0.00, 0.149 and 0.000. This indicates that indeed there exists a weak positive

association between green energy management, green waste, and green procurement

with consumer buying behavior since the P<0.005 and correlations co-efficients are

further from 1. There seems to be no significant relation between green waste

management with the buying behavior of consumers since their P>0.005.

Table 4.14: Correlations18

Consumer

buying

behavior

Green

Waste

Manage

ment

Green

Energy

Green

water

Green

Procurement

Consumer buying

behavior

Pearson

Correlation 1 -.099 .570

** -.195 .458

**

Sig. (2-tailed) .468 .000 .149 .000

N 56 56 56 56 56

Green Waste

Management

Pearson

Correlation -.099 1 -.278

* .958

** -.383

**

Sig. (2-tailed) .468 .038 .000 .004

N 56 56 56 56 56

Green Energy

Pearson

Correlation .570

** -.278

* 1 -.374

** .573

**

Sig. (2-tailed) .000 .038 .005 .000

N 56 56 56 56 56

Green water

Pearson

Correlation -.195 .958

** -.374

** 1 -.398

**

Sig. (2-tailed) .149 .000 .005 .002

N 56 56 56 56 56

Green

Procurement

Pearson

Correlation .458

** -.383

** .573

** -.398

** 1

Sig. (2-tailed) .000 .004 .000 .002

N 56 56 56 56 56

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

50

4.5.3 Regression analysis of the relationship between green certificate predictors

and consumer buying behavior

The study sought to examine the direction of the association between green product

and consumer buying behavior. The results are as shown in 4.15:

The model summary provides the correlation coefficient and coefficient of

determination (r2) for the regression model. The coefficients of determinations of

green waste management, green energy, green water, and green procurement are as

follows: 0.010, 0.324, 0.038 and 0.210 hence suggesting that for every unit increase

in waste management will result in 1.0% increase in consumer buying behavior. For

every unit increase in green energy management will result in 32.4% increase in

consumer buying behavior , for every unit increase of green water management will

result in 3.8% increase in consumer buying behavior while a unit increase in green

procurement will result in a 21% increase in consumer buying behavior. Further, this

study depicts that green energy management has the most significant influence on

consumer buying behavior since it is closer to 1 as compared to other green

certification predictors. A qualitative analysis of secondary data using NVIVO as

shown in Appendix VI in figure 7.4 is in agreement with these findings since it

shows that green energy and green waste management had the highest influence on

consumer buying behavior as compared to green water management and green

procurement since they both had the most coding reference frequencies count of 2.

Table 4.15: Model Summary19

Model R R Square Adjusted R Square Std. error of the

Estimate

1.Green waste .319a .010 .085 .47968

2. Green energy .273a .324 .058 .48691

3.Green water .231a .038 .036 .49254

4.Procurement .040a .210 .017 .50580

a. Predictors: (Constant), Green Waste Management, Green Energy, Green Water, Green Procurement.

51

Green water management had a coding reference frequency count of 1 while green

procurement had a coding reference frequency count of zero indicating that green

procurement seems not to bear an effect on the buying behavior of the consumers

hence contradict the regression analysis results.

4.6 Green Promotion Predictors and Consumer buying behavior

4.6.1 Cross tabulation Analysis on Green Promotion Predictors and Consumer

buying behavior

The researcher sought to find out whether green promotion predictors have a

significant relationship with consumer buying behavior. The results are as shown in

4.16:

Table 4.16: Cross tabulation analysis of Green promotion analysis20

Variable -value Df P-value Linear by

linear

Association

Eco-labelling 148.032a 45 .000 .000

Eco-

advertisement

240.112a 90 .000 .000

Eco-branding 152.323a 45 .000 .000

From the analysis, at 5% significant level the results show the P value for eco-

labeling, eco-advertisement and eco-branding as follows: 0.000, 0.000, 0.000 and

0.000 respectively. Thus, P<0.005 hence concludes that there is indeed a strong

significant association between eco-labeling, eco-advertisement and eco-branding

with consumer buying behavior. The results indicate that there is a weak linear by the

linear association between eco-labeling, eco-advertisement and eco-branding with

consumer buying behavior since their p-values which are: 0.000, 0.000, 0.000

respectively are further from 0.05. Furthermore, eco-advertisement had the highest

significant association with consumer buying behavior since it has the greatest

Pearson chi-square static compared to eco-labeling and eco-branding.

52

4.6.2 Correlation analysis of the relationship between green promotion

predictors and consumer buying behavior

The researcher sought to find out whether green promotion predictors have any

relationship with consumer buying behavior. The results are as shown in 4.17:

Table 4.17: Correlations21 Consumer

buying

behavior

Eco-

Labelling

Eco

Advertiseme

nt

Eco

Branding

Consumer buying

behavior

Pearson

Correlation 1 .884

** .839

** .702

**

Sig. (2-tailed) .000 .000 .000

N 56 56 56 56

Eco Labelling

Pearson

Correlation .884

** 1 .630

** .611

**

Sig. (2-tailed) .000 .000 .000

N 56 56 56 56

Eco Advertisement

Pearson

Correlation .839

** .630

** 1 .453

**

Sig. (2-tailed) .000 .000 .000

N 56 56 56 56

Eco Branding

Pearson

Correlation .702

** .611

** .453

** 1

Sig. (2-tailed) .000 .000 .000

N 56 56 56 56

**. Correlation is significant at the 0.01 level (2-tailed).

The findings show P values for eco-labeling, eco-advertisement, and eco-branding as

follows: 0.00, 0.00 and 0.000. This shows that there is a strong positive relationship

between eco-labeling, eco-advertisement, and eco-branding with consumer buying

behavior since the P<0.005.

4.6.3 Regression analysis of the relationship between green promotion

predictors and consumer buying behavior

The study sought to find out the direction of the relationship between green product

and consumer buying behavior. The results are as shown in 4.18:

53

Table 4.18: Model Summary for green promotion predictors22

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1.Eco-Labelling .884a .781 .777 .29762

2. Eco-

Advertisement .839

a .704 .699 .34611

3. Eco-Branding .702a .493 .483 .45312

a. Predictors: (Constant), Eco Labelling, Eco advertisement, Eco branding

The summary model provides for the correlation coefficient and coefficient of

determination (r2) for the regression model. The coefficients of determinations of

eco-labelling, eco-advertisement and eco-branding are: 0.781, 0.704 and 0.493 hence

suggesting that for every unit increase in eco-labelling will result in 78.1% increase

in consumer buying behavior, for every unit increase in eco-advertisement will result

in 70.4% increase in consumer buying behavior whereas a unit increase in eco-

branding will result in a 49.3% increase in consumer buying behavior.. Furthermore,

eco-labeling had the most significant on consumer buying behavior since it had the

highest coefficient determination which is closer to 1 as compared to other green

promotion predictors. A qualitative analysis of secondary data using NVIVO as

shown in Appendix VI in figure 7.5 contradicts these findings since it shows that

eco-branding and eco-labelling have the highest influence on consumer buying

behavior as compared to eco-advertisement since they both had the most coding

reference frequencies count of 14. Eco- advertisement had a coding reference

frequency count of 7.

4.7 Inferential statistics

4.7.1 Cross tabulation Analysis for green practice predictors

The study sought to find out the associations between green practices and consumer

buying behavior. The results are as shown in Table 4.19:

54

Table 4.19: Cross-tabulation table for green practice predictors23

Variable -value Df P-value Linear by

linear

Association

Green Product 116.477a 81 .006 .002

Green

Certification 127.054

a 81 .001

.001

Green promotion 185.337a 99 .000 .001

From the analysis as shown in Table 4.19, at 5% significant level the results show the

P value for green product, green certification and green promotion as follows: 0.006,

0.001 and 0.000 respectively. Since the P<0.005 the study concludes that there is

indeed a significant association between green product, green certification and green

promotion with consumer buying behavior. The results indicate that there is a linear

by the linear association between green product, green certification and green

promotion with consumer buying behavior since their p-values which are: 0.002,

0.001 and 0.001 since P<0.05. Furthermore, green promotion had the highest

significant association with consumer buying behavior since it has the greatest

Pearson chi-square static compared to green product and green certification.

4.7.2 Correlation Analysis

The study sought to find out the strength and direction between green practice

predictors and consumer buying behavior. The results are as shown in table 4.20:

55

Table 4.20: Correlation of green practice predictors for consumer buying

behavior 24

Green Product Green

Certification

Green

Promotion

Consumer

buying

behavior

Green Product 1 .635

**

.090

.425**

.000 .508 .001

56 56 56 56

Green

Certification

.635

**

1

.309*

.463**

.000 .021 .000

56 56 56 56

Green

Promotion

.090 .309

*

1

.447**

.508 .021 .001

56 56 56 56

Consumer

buying behavior

.425

**

.463**

.447**

1

.001 .000 .001

*. Correlation is significant at the 0.05 level (2-tailed).

The findings as indicated in Table 4.20, have indicated the P values for green

product, green certification and green promotion as follows: 0.00, 0.00 and 0.001.

This shows that there is a weak positive relationship between green product, green

certification and green promotion with consumer buying behavior since the P<0.005

and their correlation of co-efficients which are 0.425, 0.463 and 0.447 respectively

are further from 1.

4.7.3 Regression Analysis

The study sought to find out the effect of green practices on consumer buying. The

results were as shown in table 4.21.

56

Table 4.21: Regression model for green practice predictors 25

The findings indicate that green practices accounts for 36.4% increase on consumer

buying behavior. Furthermore, there is a strong relationship between green practices

and consumer buying behavior since the correlation co-efficient is near to 1.

Table 4.22: ANOVA 26

The findings showed a p value of 0.000 which indicates that the overall model for

green practice predictors is statistically significant since the P<0.05. This implies that

green product, green certification and green promotion are good predictors for

consumer buying behavior.

Y=mx+ß0+ß1+ß2+ß3

Consumer buying behavior= 1.436X+0.238green product+ 0.304green promotion

R R Square Adjusted R

Square

Std. Error of the Estimate

.603a .364 .327 .41154

Model Sum of

Squares

df Mean Square F Sig.

Regression 5.030 3 1.677 9.900 .000b

Residual 8.807 52 .169

Total 13.837 55

Table 4.23 Coefficientsa

27

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. 95.0% Confidence

Interval for B

B Std.

Error

Beta Lower

Bound

Upper

Bound

(Constant) 1.436 .533 2.691 .010 .365 2.506

Green

Product .238 .121 .285 1.968 .054 -.005 .480

Green

Certification .166 .150 .168 1.109 .273 -.135 .467

Green

Promotion .304 .097 .369 3.139 .003 .110 .499

a. Dependent Variable: Consumer buying behavior

57

These findings indicate that consumer buying behavior is affected by green product

and green promotion. Green certification does not seem to affect consumer buying

behavior since its P value 0.273>0.05.This could be attributed to customers

expecting restaurants to utilize tangible environmental practices that have a modern

appeal which have been certified by highly reputable third party agencies (Schneider,

2012).

Additionally, there are businesses that are guilty of “green washed” products and

services whereby they claim to be self-certified as green and yet their operations are

not environmentally friendly like for instance packaging a genetically modified

sweat potato in a biodegradable takeaway box (Martinez, Angel, & Raquel, 2017).

However, a Node matrix analysis of secondary data contradicts the findings of

regression analysis as indicated in Appendix VI by Figure 7.2 since the results shows

that green certification had an impact on the buying behavior of consumers since it

has a coding reference frequency count of 19. Green product and green certification

had the most influence on consumer buying behavior as compared to green

promotion since they both had a coding reference frequency count of 19 while green

promotion had a coding reference frequency count of 6.

4.8 Hypothesis Testing

4.8.1 To examine the relationship between green products and consumer buying

behavior of 4-5-star restaurants in Nairobi City County

The study used multiple regression analysis to test whether there is any significant

contribution of green products on the buying behavior of consumers’ behavior and

the results are as indicated in table 4.24:

58

Table 4.24: Model 28

These findings indicate that green products accounts for 18% increase in consumer

buying behavior and furthermore there is a weak positive relationship between green

product and consumer buying behavior since the correlation co-efficient is further

from 1.

Table 4.25: ANOVAa 29

Model Sum of

Squares

df Mean Square F Sig.

1

Regression 2.496 1 2.496 11.887 .001b

Residual 11.341 54 .210

Total 13.837 55

a. Dependent Variable: Consumer buying behavior

The results indicate a p value of 0.001 which implies that green product has a

significant influence on consumer buying behavior since P<0.05.

Table 4.26: Coefficientsa30

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. 95.0%

Confidence

Interval for B

B Std.

Error

Beta Lower

Bound

Upper

Bound

1 (Constant) 2.850 .427 6.675 .000 1.994 3.706

Green Product .355 .103 .425 3.448 .001 .148 .561

a. Dependent Variable: Consumer buying behavior

Y=mx+ß0+ß1

Consumer buying behavior= 2.850X+ 0.355 green product

This implies that green products have a positive significant influence on consumer

buying behavior. This study indicates that there is indeed a weak positive

relationship between green product and consumer buying behavior since P˂0.05.

This study implies that guests prefer purchasing green products in restaurants.

R R Square Adjusted R

Square

Std. Error

of the

Estimate

Change Statistics

R Square

Change

F Change df1 df2 Sig. F

Change

.425a .180 .165 .45827 .180 11.887 1 54 .001

59

These results are confirmed by a study conducted in Sudanese Universities on

Masters of Business Administration students by Sidding, Abdel, Abbas, & Thoria in

2017, showed that green products have a strong influence on consumer buying

behavior. Furthermore, in a study conducted in India also confirmed that green

products have a strong effect on consumer buying behavior since 80% of the

respondents declared that they would purchase green products (Ranjana, 2016).

4.8.1.1 Qualitative Analysis of the influence of green products on consumer

buying behavior

A further qualitative analysis using NVIVO was conducted to determine the

contribution of green products on consumer buying behavior. A qualitative analysis

as shown in Table 4.27 and Appendix VI in figure 7.2 supports the findings from

multiple regression analysis and quantitative analysis of observation schedule since it

shows that green products have an influence on consumer buying behavior since it

has a coding reference frequency of 19. These results are in agreement with the

multiple regressions and descriptive analysis of the structured observation schedules’

results that indeed green products has a positive influence on consumer buying

behavior.

Table 4.27 Node matrix analysis of green products and consumer buying

behavior31

Objective Coding reference count

Green Products 19

In addition to, a qualitative analysis as shown in Appendix VI by Figure 7.1

indicated that indeed green products have a greater influence consumer buying

behavior since the word green products is in bold and its density is thick. These

results contradict with the multiple regressions and descriptive analysis of the

structured observation schedules’ results because they found out that green

60

promotion has the greatest influence on consumer buying behavior as compare to

green product and green certification. A further Text search Query analysis was

conducted and the results are as shown in Word tree Figure 4.4.

Word tree Text Search Query on green products on consumer buying behavior

Figure 4.4: Word tree Text Search Query on green products on consumer

buying behavior 4

Word Tree analysis (Figure 4.4), shows that green products influence consumer

buying behavior since the respondents from secondary data sources noted that

consumers are concerned about their environment hence, they are switching to

restaurants that are offering green products like organic food products.

61

Furthermore, guests who dine in restaurants that offer green products feel that they

are highly satisfied.

4.8.2 To determine the contribution of green certification and consumer buying

behavior in 4-5 restaurants in Nairobi City County

The researcher used multiple regression analysis to test the relationship between

green certification and consumer buying behavior. The results are as shown in table

4.28:

Table 4.28: Model Summary32

Model R R

Square

Adjusted

R Square

Std. Error of

the Estimate

Change Statistics

R Square

Change

F

Change

df

1

df

2

Sig. F

Change

1 .463a .214 .200 .44875 .214 14.713 1 54 .000

a. Predictors: (Constant), Green Certification

Table 4.29 indicates a co-efficient of determination of 21.4% which implies that

green certification accounts for 21.4% increase in consumer buying behavior.

Table 4.29: ANOVAa 33

Model Sum of

Squares

Df Mean Square F Sig.

1

Regression 2.963 1 2.963 14.713 .000b

Residual 10.874 54 .201

Total 13.837 55

Table 4.30 indicates a P value of 0.000 which implies that green certification has a

positive significant influence on consumer buying behavior since P<0.05.

Table 4.30: Co-efficientsa 34

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig. 95.0%

Confidence

Interval for B

B Std. Error Beta Lower

Bound

Upper

Bound

1

(Constant) 2.449 .488 5.018 .000 1.471 3.428

Green

Certification .458 .119 .463 3.836 .000 .218 .697

a. Dependent Variable: Consumer buying behavior

Y=mx+ß0+ß1

Consumer buying behavior= 2.449X+ 0.458 green certification

62

From the results indicated in the tables above there is a weak positive significant

relationship between green certification and consumer buying behavior. This study

indicates that a restaurant acquiring green certification has a positive significant

influence on consumer buying behavior. This notion is supported by a research

conducted by Schneider (2012), on hotel guests in Vienna and Hong Kong found out

that eco-certification outperformed star-ratings in influencing guests’ hotel booking

decisions implying that eco-certification has a more significant influence on

consumer buying behavior. Its further confirmed by Szuchnicki ( 2009) that there is

indeed a positive relationship between customer return intention and certified

restaurants.

4.8.2.1 Qualitative Analysis of the influence of green certification on consumer

buying behavior

A further qualitative analysis using NVIVO was conducted to determine the role of

green certification on consumer buying behavior. A node matrix analysis of

secondary data as shown in Table 4.31 and in Appendix VI in figure 7.2 shows that

indeed green certification has an influence on consumer buying behavior since it has

a frequency of 19. These results are in agreement with the multiple regressions and

descriptive analysis of structured observation schedules’ results that indeed green

certification has a positive influence on consumer buying behavior.

Table 4.31 Node matrix analysis of green certification and consumer buying

behavior 35

Objective Coding references count

Green Certification 19

A further Text search Query analysis was conducted and the results are shown in

Word tree Figure 4.5

63

Word Tree Text Search Query on green certification and consumer buying

behavior

Figure 4.5: Word Tree Text Search Query on green certification and consumer

buying behavior 5

Word Tree analysis (Figure 4.5), shows that green certified restaurants influence

consumer buying behavior since the respondents from the secondary sources of data

indicated that consumers who are environmentally conscious walk into previously

green certified restaurants repeatedly because they respond to their green needs by

utilizing green power, acquiring reputable green certificates like GRA, using

renewable and recycled resources in order to save the environment.

4.8.3 To examine the relationship between green promotion and consumer

buying behavior in 4-5-star restaurants in Nairobi City County

A Pearson Product moment correlation was used to test whether there is any

relationship between green promotion and consumer buying behavior in 4-5-star

restaurants in Nairobi City County and the results were presented as shown in table

4.32:

64

Table 4.32: Correlations 36 Green

Promotion

Consumer buying behavior

Green Promotion

Pearson Correlation 1 .987**

Sig. (2-tailed) .000

N 56 56

Consumer buying behavior

Pearson Correlation .987**

1

Sig. (2-tailed) .000

N 56 56

**. Correlation is significant at the 0.01 level (2-tailed).

From the analysis, the outcome shows a p-value of 0.00 hence there is indeed a

positive relationship between green promotion and consumer buying behavior.

Furthermore, the study indicates a correlation co-efficient of 0.98 which implies that

there is a very strong significant relationship between green promotion and consumer

buying behavior since the correlation co-efficient is closer to 1. Therefore, there is

indeed a strong positive significant relationship between green promotion and

consumer buying behavior. This study implies that restaurants promoting their green

aspects have a significant influence on consumer buying behavior.

This notion is supported by a study conducted in Sudanese Universities on Masters

of Business Administration students by Sidding, Abdel, Abbas, & Thoria in 2017

indicated that green promotion has a strong influence on consumer purchasing

intentions. Furthermore, a study conducted in India on 238 students confirms that

indeed green promotion influences consumer buying behavior since 96% of them

agreed that they preferred promotion campaign to protect the environment (Ranjana,

2016).

4.8.3.1 Qualitative Analysis of the influence of green promotion on consumer

buying behavior

A further qualitative analysis using NVIVO was undertaken in order to determine the

role of green promotion on consumer buying behavior. A node analysis as shown in

Table 4.33 and Appendix VI in figure 7.2 shows that green promotion has an

65

influence on consumer buying behavior since it has a frequency coding reference of

6. These results are in agreement with the correlation analysis and descriptive

analysis of structured observation schedules’ results that indeed green promotion has

a positive influence on consumer buying behavior.

Table 4.33: Node matrix analysis of green promotion and consumer buying

behavior 37

Objective Coding references count

Green Promotion 19

A further Text search Query was conducted and the results are as shown in word tree

Figure 4.6

Word Tree Text Search Query Results for green promotion and consumer

buying behavior

Figure 4.6: Word Tree Text Search Query Results for green promotion and

consumer buying behavior 6

Word Tree analysis (Figure 4.6), shows that green restaurant promotion influence

consumer buying behavior since the respondents from the secondary sources of data

indicated that restaurants which utilized all green marketing activities designed to

attract environmentally conscious consumers by :promoting the green activities of

the restaurant, by creating awareness among consumers through emphasizing the

66

green products they are offering through green product labelling, green advertising

through social and mainstream media and aggressive green branding leads to high

sales turnover rate because they build a restaurants’ green image on consumers’

minds and attract green market niche.

4.8.4 There is no significant relationship between green practices and consumer

buying behavior

An ANOVA analysis was used to test the impact of green practices on the consumer

buying behavior of 4-5-star restaurants in Nairobi City County.

The null hypothesis was tested at 0.05% level of importance, and the results are

shown in Table 4.34:

There was a statistical mean difference between mean green practices and mean

consumer buying behavior since the P value was 0.001<0.05. This implies that green

practices increase consumer buying behavior in 4-5-star restaurants in Nairobi City

County.

Table 4.34: ANOVA Analysis of Consumer buying behavior 38

Sum of Squares Df Mean Square F Sig.

Between Groups 9.915 24 .413 3.266 .001

Within Groups 3.922 31 .127

Total 13.837 55

67

Table 4.35: Multiple Comparisons 39

Dependent Variable: Consumer buying behavior

Scheffe

(I) how long have you

been practicing

environmentally

friendly practices

(J) how long have

you been practicing

environmentally

friendly practices

Mean

Difference

(I-J)

Std. Error Sig. 95% Confidence Interval

Lower Bound Upper

Bound

0-5

6-10 -.41143 .21573 .466 -1.1009 .2780

11-15 -.54000 .35478 .679 -1.6738 .5938

16-20 -.48000 .16098 .079 -.9945 .0345

20 & above -.49000 .18253 .143 -1.0734 .0934

6-10

0-5 .41143 .21573 .466 -.2780 1.1009

11-15 -.12857 .37788 .998 -1.3362 1.0791

16-20 -.06857 .20697 .998 -.7300 .5929

20 & above -.07857 .22415 .998 -.7949 .6378

11-15

0-5 .54000 .35478 .679 -.5938 1.6738

6-10 .12857 .37788 .998 -1.0791 1.3362

16-20 .06000 .34953 1.000 -1.0570 1.1770

20 & above .05000 .35996 1.000 -1.1004 1.2004

16-20

0-5 .48000 .16098 .079 -.0345 .9945

6-10 .06857 .20697 .998 -.5929 .7300

11-15 -.06000 .34953 1.000 -1.1770 1.0570

20 & above -.01000 .17209 1.000 -.5600 .5400

20 & above

0-5 .49000 .18253 .143 -.0934 1.0734

6-10 .07857 .22415 .998 -.6378 .7949

11-15 -.05000 .35996 1.000 -1.2004 1.1004

16-20 .01000 .17209 1.000 -.5400 .5600

Furthermore, a Post Hoc tests as indicated in Table 4.32, revealed that there existed

no significant difference in the means of the number of years restaurants practiced

green practices on consumer buying behavior. This is because the probability

significance values are greater than 0.05. These findings indicate that the consumer

buying behavior in restaurants did not significantly vary with the number of years

that restaurants have been implementing environmentally responsible practices. This

means that green consumer buying behavior increases in restaurants regardless of

how long a restaurant has been practicing eco-friendly practices because what is

68

significant to the consumers is the implementation of green practices and not how

long the restaurant has been practicing green practices.

This is supported by a survey conducted in Cape Town restaurants in South Africa

by Welter (2012), found out that indeed implementation of green practices in

restaurants have a significant influence on consumer buying behavior regardless of

the number of years implemented. This notion is also supported by a study conducted

in Starbucks chain of restaurants in the United States found out that restaurants with

more green practices had a more important ecological image in customer’s mind

hence affecting their behavioral intentions regardless of the number of years these

green practices have been implemented (EunHa & Soo-Cheong, 2010).

4.8.1.3 Qualitative Analysis of the influence of green practices on consumer

buying behavior

A further qualitative analysis using NVIVO was undertaken to determine the role of

green promotion on consumer buying behavior. A node matrix analysis as shown in

Appendix VI in figure 7.1 shows that green practices has an influence on consumer

buying behavior since it had more word frequencies because the word green

practices was bolder and its word density thicker. These results are in agreement with

the results from ANOVA and descriptive analysis of structured observation

schedules that indeed green practices has a positive influence on consumer buying

behavior. A further text search query was conducted on the role of green practices on

consumer buying behavior and the results were summarized in Word tree in Figure

4.7:

69

Word Tree Text Search Query Results for green practices and consumer

buying behavior

Figure 4.7: Word Tree Text Search Query Results for green promotion and

consumer buying behavior 7

Word Tree analysis (Figure 4.7), shows that green practices in restaurants influence

consumer buying behavior since the respondents from the secondary sources of data

indicated that restaurants that utilized green practices like offering green products,

acquiring environmental certifications, utilizing 3Rs (reduce, recycle, re-use) and

composting of waste have a positive effect on the buying behavior of consumers

because consumers who are eco-conscious are willing to pay extra and want to dine

in eco-restaurants to protect their environment. In addition, restaurants

implementing green practices gain a higher competitive edge over their competitors

since they meet the everchanging needs, wants and demands of consumers.

Furthermore, respondents from secondary data sources noted that consumers who

dine in green restaurants achieve high satisfaction.

70

4.9 New Knowledge on the role of green practices on consumer buying behavior

Unfortunately, from the multiple regression analysis, green product design, green

packaging, green ambiance, management of water and waste does not seem to have

much impact on customers as compared to energy management, procurement, eco-

labeling, eco-advertisement, and eco-branding. This is because a unit increase in

green product, green packaging, green ambiance, green water management, and

green waste management will result in 13.7%, 10%, 9.6%, 1.0% and 3.8% increase

in consumer buying behavior respectively. A unit increase in green energy

management, green procurement, eco-labeling, eco-advertisement, and eco-branding

will result in 32.4%, 21%, 78.1%, 70.4% and 49.3% increase in consumer buying

behavior respectively as shown in figure 4.5.

Figure 4.8: Summary of regression Analysis of predictors 8

Past studies gave a generalized conceptual model for the influence of green practices

and consumer buying behavior hence based on the results from this regression model

the researcher came up with a new summarized and specific model for green

practices which are: green energy, green procurement, eco-labeling, eco-

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Co-e

ffic

inet

s of

det

erm

inat

ion %

Green Practices predictors

Summarised model for green practice predictors

71

advertisement, and eco-branding since they had the most significant influence on

consumer buying behavior as shown in figure 4.5 :

New model for green practice predictors for consumer buying based on

regression analysis results

Figure 4.9 New model for green practice predictors for consumer buying

behavior9

Co

nsu

mer b

uyin

g beh

avior

Green Energy management

Green Procurement

Eco-labeling

Eco-advertisement

Eco-branding

72

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 Introduction

The chapter presents summary of the study findings, conclusions and the

recommendations made from the findings of the study. It also presented further

research suggestions.

5.1 Summary

The purpose of this study was to investigate the role of green practices on the

consumer buying behavior of 4-5-star restaurants in Nairobi City County. Thus, the

study was guided by three objectives: to examine the contribution of green product

on consumer buying behavior of 4-5 star restaurants in Nairobi City County, Kenya,

to investigate the role of green certification on consumer buying behavior of 4-5 star

restaurants in Nairobi City County, Kenya, to determine the association between

green promotion and consumer buying behavior of 4-5 star restaurants in Nairobi

City County, Kenya.

5.1.1 To examine the role of green practices on the consumer buying behavior of

4-5-star restaurants in Nairobi City County

The green practices under the study comprise of green products, green certification,

and green promotion. The results from descriptive statistics indicate that the majority

of respondents were in agreement with the statement that green products, green

certification, and green promotion have an impact on consumer buying behavior. In

addition, a correlation analysis showed that green product, green certification and

green promotion have a positive influence on consumer buying behavior since their P

values were 0.001, 0.000 and 0.001 respectively. A regression analysis indicated that

green practices have a positive significant impact on consumer behavior by 36.4%.

Furthermore, the results obtained from ANOVA analysis indicate that green practices

73

which are: green products, green certification and green promotion increase

consumer buying behavior since their P values are 0.019, 0.007 and 0.009

respectively.

5.1.2 To investigate the contribution of green product on the consumer buying

behavior of 4-5-star restaurants in Nairobi City County

The researcher sought to examine the association between the green product and

consumer buying behavior of 4-5-star restaurants in Nairobi City County. The results

obtained from the multiple regression analysis show that there is indeed a positive

significant influence of green products on consumer buying behavior. A cross-

tabulation analysis showed that only green product design and green packaging have

an association with consumer buying behavior since their P values are 0.011 and

0.024 respectively while green ambience doesn’t seem to have an association with

consumer buying behavior since its P value was 0.591. A correlation analysis

indicated that there is positive significant relationship between green product design,

green packaging and green ambience with consumer buying behavior because the P

values were: 0.05, 0.018 and 0.020 respectively. From the regression model, the

results indicate that a unit increase in green product design, green packaging and

green ambiance will result in a slight increase of 13.7%, 10% and 9.6% respectively

on consumer buying behavior.

5.1.3 To investigate the role of green certification on the consumer buying

behavior of 4-5-star restaurants in Nairobi City County

The researcher sought to examine the association between green certification and

consumer buying behavior of 4-5-star restaurants in Nairobi City County. The results

obtained from multiple regressions showed that green certification indeed has a

positive significant impact on consumer buying behavior since the P-value was

74

0.000. Furthermore, a correlation analysis shows that green energy management and

green procurement have a positive significant association with consumer buying

behavior since their correlation coefficient were 0.000 and 0.000 respectively.

However, the cross-tabulation analysis showed P < 0.005 indicating that there is a

significant association between green waste, green water, green energy and green

procurement with consumer buying behavior. From the regression model, the results

indicate that a unit increase in green energy management and green procurement will

result in 32.4% and 21% increase in consumer buying behavior respectively as

compared to green waste and water management since it will lead to 1.0% and 3.8%

increase in consumer buying behavior respectively.

5.1.4 To examine the association between green promotion and consumer

buying behavior of 4-5-star restaurants in Nairobi City County

The researcher sought to determine the association between green promotion and

consumer buying behavior. A Pearson product moment correlation showed a P- the

value of 0.001 showing that there is indeed green promotion has a positive

significant association with consumer buying behavior of 4-5-star restaurants in

Nairobi City County. A cross-tabulation analysis showed a P-value of 0.000

indicating that eco-labeling, eco-advertisement, and eco-branding have a significant

association with consumer buying behavior. Furthermore, correlation analysis

showed a P-value of 0.000 indicating that eco-labeling, eco-advertisement, and eco-

labeling have a significant positive relationship with consumer buying behavior.

From the regression model, the results suggest that a unit increase in eco-labeling,

eco-branding, and eco-advertisement will result in 78.1%, 70.4% and 49.3% increase

in consumer buying behavior respectively. Though eco-labeling had the highest

influence on consumer buying behavior.

75

Table 5.1: Summary of the Null hypothesis, tests done and verdict 40

Null Hypothesis Test done Verdict

1. Green products has no

significant contribution to

the consumer buying

behavior of 4-5-star

restaurants in Nairobi City

County, Kenya.

H01, P-value 0.001˂0.05

Rejected Null hypothesis

2. Green certification has

no significant role on

consumer buying behavior

of 4-5-star restaurants in

Nairobi City County,

Kenya.

H02, P-value 0.000˂0.05

Rejected Null hypothesis

3. There is no significant

contribution of green

promotion on consumer

buying behavior of 4-5-

star restaurants in Nairobi

City County, Kenya.

H03, P-value 0.001˂0.05

Rejected Null hypothesis

4. Green practices have no

significant association

with consumer buying

behavior in 4-5-star

restaurants in Nairobi City

County

H04, P-value 0.000˂0.05

Rejected Null hypothesis

5.2 Conclusions

Based on the results obtained from the study, this study concludes that indeed green

practices have a positive significant impact on consumer buying behavior in 4-5-star

restaurants in Nairobi City County. This, therefore, implies that consumer buying

behavior is determined by green products, green certification, and green promotion

respectively. These findings are supported by EunHa and SooCheong (2010), who

stated that restaurants with more green practices are more influential in forming an

ecological image in the consumers’ mind as a result impacting significantly their

purchasing behavioral intentions toward these restaurants.

76

Additionally, the research study resulted to realization that green product contributes

significantly on consumer buying behavior in 4-5-star restaurants in Nairobi City

County. This statement is supported by Ranjana (2016), who asserted that green

products have a significant influence on consumer buying behavior in restaurants.

Furthermore based on regression analysis results, green product design has the

greatest influence on consumer buying behavior compared to the green ambiance and

green packaging.

Additionally, green certification has a significant impact on consumer buying

behavior in 4-5-star restaurants in Nairobi City County. This statement is supported

by Schneider (2012), who stated that green certification plays a great significant

decisive role in influencing consumers’ purchasing behavioral intentions.

Furthermore, based on regression analysis results, green energy had the most

significant influence on consumer buying behavior as compared with green waste,

green procurement and green water management

Finally, green promotion plays a very significant role that inluences the consumer

buying behavior in 4-5-star restaurants in Nairobi City County. This statement is

supported by EunHa and SooCheong (2010) who asserted that green promotion to

diverse green market segments is an important green practice since it has a great

influence on consumers’ purchasing behavioral intention towards a restaurant.

Additionally, based on the regression analysis results, eco-labelling had the most

significant influence on consumer buying behavior compared to eco-advertisement

and eco-branding.

77

5.3 Recommendations for Policy/ Practice

Restaurant owners should implement green practices in their daily operations since

they bear a high impact on the buying behavior of consumers by emphasizing more

on green energy, green procurement, eco-labelling, eco-advertisement and eco-

branding since they bear a significant effect on the buying behavior of consumers as

compared to other green practices to be able to obtain a green image and a better

reputation.

Restaurant owners should come up with green products since they have a positive

significant effect on the buying behaviors of the consumers. Restaurant management

should put more efforts in green product design since it’s a green attribute that offer

direct experience opportunity to restaurant consumers with the most significant

influence on consumer buying behavior as compared to green ambience and green

packaging and moreover so as so as to enhance their income and obtain a green

image.

Restaurant business owners should embrace green promotion since it has a positive

significant impact on consumer buying behavior and it is also a superior new

emerging and innovative environmental practices which gives restaurants a

competitive edge over their competition in a market saturated environment.

Restaurant management should emphasize more on eco-labeling since it’s an

observable green practice that has the most significant effect on consumer buying

behavior as compared to eco-labeling and eco-branding.

Restaurant shareholders should embrace green certification by reputable third parties

like ISO140001 and Green Restaurant Association in order to distinguish themselves

as real eco-friendly company since its accredited to be eco-friendly and are in line

78

with international standards of environmental conservation in order to obtain a green

image and a good reputation that they are responsible in conserving the environment.

Restaurant management should put more efforts on green procurement and green

energy management since they have the highest significant influence on consumer

buying behavior as compared to other green certification determinants.

The Kenyan government should come up with Green Restaurant Certification

programmes, which are aligned with international standards of environmental

conservation guidelines which address Kenyan environmental needs by emphasizing

more on green energy management, green water management, green waste

management, green procurement and green building to be awarded to restaurants that

meet the required green environmental practices in their operations in order to

conserve our wetlands and reduce waste disposal challenges. This Green Restaurant

Certification programme will help in distinguishing restaurants that are really eco-

friendly from products and services which have been “green-washed”.

5.4 Recommendations for further research

The following are recommendations for further research that are to be carried out in

order to gather more information on:

1) Green practices as a competitive advantage in restaurants in Kenya

2) The role of consumer attitudes and perception on consumer buying behavior

in Kenya

3) The role of green practices on consumer buying behavior in lodges in Kenya.

79

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86

APPENDICES

APPENDIX I: LETTER OF INTRODUCTION

Maureen Wakasala

Kenyatta University,

P.O Box 728,

Bungoma.

TO WHOM IT MAY CONCERN

Dear Sir/ Madam

RE: REQUEST FOR PERMISSION TO CONDUCT A POST-GRADUATE

RESEARCH THESIS

I am Maureen Wakasala a student of the Kenyatta University undertaking a Master’s

of Science Degree in Hospitality Management. I am required to carry out a research

on; the role of Green Practices on Consumer Buying Behavior. I need your

assistance to achieve this because you are among the selected participants in this

research.

I am therefore appealing to you to allow me to collect data in your institution. This

data will only be used for academic purposes and furthermore strictly treated as

confidential.

Thanks for your cooperation.

Yours faithfully,

Maureen Wakasala.

87

APPENDIX II: QUESTIONNAIRE FOR WAITRESSES AND WAITERS

Kindly complete this questionnaire as truthfully as you can. The information you

give was confidential.

Section A: Background information

1. Gender

Male ( ) Female ( )

2. Age

a) 18-40 ( ) B) 41-60 ( ) c) 61 and above ( )

3. What is your higher academic level?

a) Certificate ( ) b) Diploma c) Bachelor’s Degree ( ) d) Master’s degree ( ) e)

PhD ( )

Section B: Sustainable Practices

Please tick against each answer appropriately.

1. My restaurant has integrated environmentally friendly policy practices

Yes ( ) No ( )

2. If yes in Question for how long have you been practicing environmentally friendly

practices? ........................................................................................................................

3. If yes in Question 1, to what extend do you implement environmentally friendly

practices?

a) To a great extent ( ) b) to some extend ( ) c) Not adhered to ( ) d) Do not

know the extend it is implemented ( )

4. The following are the sustainable practices practiced in the establishment:

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

88

(A)Green Products Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Offering local ingredients

on the menu

2. Offering organic food on

the menu

3. Using biodegradable ,

reusable or recyclable take

away containers

4. Offer locally baked goods

and other retail products

5. Use of a system which

monitors and controls

comfortable temperatures

efficiently with the HVAC

(Heating, Ventilating and Air

Conditioning) system

B) Green Certification

Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1 Offer recycling bins for waste

products like plastic cups, paper

cups and cup sleeves

2. Use of energy-efficient

lighting like LED or CFL bulbs

in seating area of the restaurant

3. Serve beverages in reusable

glasses or mugs if customer is

dining upon guest request

4. purchasing eco-friendly

products like fresh organic

produce, non-toxic cleaning

supplies

5. Use of motion detectors for

lights in restrooms

89

Section C: Consumer Buying Behavior

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

Statement Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Consumers are actively

supporting sustainability by

purchasing eco-friendly

products

2. Consumers prefer eco-

friendly products to

conventional products

3. Consumers purchase eco-

friendly products to preserve the

earth

4. Consumers prefer organic

food products to genetically

modified food products

5. Consumers prefer

environmentally certified goods

and services

END

THANK YOU FOR FINDING TIME TO FILL THE QUESTIONNAIRE

C) Green Promotion Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. My establishment publishes

eco-friendly attributes of its

product on the corporate website

2. My establishment promotes

its green achievements and

credentials

3. My establishment advertises

its eco-friendly products by

placing eco-labels on its

products

4. My establishment publishes

all its eco-friendly activities on

the corporate website

5. My establishment

collaborates with environmental

groups

90

APPENDIX III: QUESTIONNAIRE FOR RESTAURANT SUPERVISORS

Kindly complete this questionnaire as truthfully as you can. The information you

give was confidential.

Section A: Background information

1. Gender

Male ( ) Female ( )

2. Age

a) 18-40 ( ) B) 41-60 ( ) c) 61 and above ( )

3. What is your higher academic level?

a) Certificate () b) Diploma c) Bachelor’s Degree () d) Master’s degree ( ) e) PhD

()

Section B: Sustainable Practices

Please tick against each answer appropriately.

1. The restaurant has integrated environmentally friendly policy practices.

Yes ( ) No ( )

2. If yes in Question 1 for how long have you been practicing environmentally

friendly practices? ...................................................................................................

3. If yes in Question one, to what extent does you implement environmentally

friendly practices.

a) To a great extent ( ) b) to some extent ( ) c) Not adhered to ( ) d) Do not know

the extent it is implemented ( )

4. The following are the sustainable practices practiced in my establishment:

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

91

(A) Green Products Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Offering local ingredients on

the menu

2. Offering organic food on the

menu

3. Using biodegradable,

reusable or recyclable take

away containers

4. Offer locally baked goods

and other retail products

5. Use of a system which

monitors and controls

comfortable temperatures

efficiently with the HVAC

(Heating, Ventilating and Air

Conditioning) system

B) Green Certification Strongly

disagree Disagree Neutral Agree Strongly

Agree 1. Offer recycling bins for

waste products like plastic

cups, paper cups and cup

sleeves

2. Use of energy-efficient

lighting like LED or CFL bulbs

in seating area of the restaurant

3. Serve beverages in reusable

glasses or mugs if customer is

dining upon guest request

4. purchasing eco-friendly

products like fresh organic

produce, non-toxic cleaning

supplies

5. Use of motion detectors for

lights in restrooms

92

Section C: Consumer Buying Behavior

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

Statement Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Consumers are actively

supporting sustainability by

purchasing eco-friendly

products

2. Consumers prefer eco-

friendly products to

conventional products

3. Consumers purchase eco-

friendly products to preserve

the earth

4. Consumers prefer organic

food products to genetically

modified food products

5. Consumers prefer

environmentally certified

goods and services

END

THANK YOU FOR FINDING TIME TO FILL THE QUESTIONNAIRE

C) Green Promotion Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. My establishment publishes

eco-friendly attributes of its

product on the corporate

website

2. My establishment promotes

its green achievements and

credentials

3. My establishment advertises

its eco-friendly products by

placing eco-labels on its

products

4. My establishment publishes

all its eco-friendly activities on

the corporate website

5. My establishment

collaborates with

environmental groups

93

APPENDIX IV: QUESTIONNAIRE FOR RESTAURANT MANAGERS

Kindly complete this questionnaire as truthfully as you can. The information you

give will be confidential.

Section A: Background information

1. Gender

Male ( ) Female ( )

2. Age

a) 18-40 ( ) B) 41-60 ( ) c) 61 and above ( )

3. What is your higher academic level?

a) Certificate ( ) b) Diploma ( ) c) Bachelor’s Degree ( ) d) Master’s degree ( )

e) PhD ( ) Section B: Sustainable Practices

Please tick against each answer appropriately.

1. My restaurant has integrated environmentally friendly policy practices.

Yes ( ) No ( )

2. If yes in Question 1 for how long have you been practicing environmentally

friendly practices? ..........................................................................................................

3. If yes in Question 1, to what extend do you implement environmentally friendly

practices?

a) To a great extent ( ) b) to some extend ( ) c) Not adhered to ( ) d) Do not

know the extend it is implemented ( )

4. The following are the sustainable practices practiced in my establishment:

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

94

B) Green Certification

Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1 Offer recycling bins for waste

products like plastic cups, paper

cups and cup sleeve

2. Use of energy-efficient

lighting like LED or CFL bulbs

in the seating area of the

restaurant

3. Serve beverages in reusable

glasses or mugs if the customer

is dining upon guest request

4. eco-friendly purchasing

products like fresh organic

produce, non-toxic cleaning

supplies

5. Use of motion detectors for

lights in restrooms

(A)Green Products Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Offering local ingredients

on the menu

2. Offering organic food on

the menu

3. Using biodegradable,

reusable or recyclable take

away containers

4. Offer locally baked goods

and other retail products

5. Use of a system which

monitors and controls

comfortable temperatures

efficiently with the HVAC

(Heating, Ventilating and

Air Conditioning) system

95

Section C: Consumer Buying Behavior

Please tick against each answer appropriately stating whether you agree, not sure or

disagree with following statements about how sustainability has influenced consumer

buying decisions.

Statement Strongly

disagree

Disagree Neutral Agree Strongly

Agree

1. Consumers are actively

supporting sustainability by

purchasing eco-friendly products

2. Consumers prefer eco-friendly

products to conventional products

3. Consumers purchase eco-friendly

products to preserve the earth

4. Consumers prefer organic food

products to genetically modified

food products

5. Consumers prefer

environmentally certified goods and

services

END

THANK YOU FOR FINDING TIME TO FILL THE QUESTIONNAIRE’

96

APPENDIX V: OBSERVATION SCHEDULE CHECKLIST

Listed below are green practices. Please tick YES or No where appropriate

Green practices Yes No Remarks

A. Green product

1. presence of organic food on the menu

2. use of biodegradable takeaway containers

3.use natural lighting

B. Green Certification

1.Presence of green accreditations on the menu and

logo

2. use environmentally friendly detergents, cleaners,

and food materials

3. locally sourced menu ingredients

C Green advertisement

1. presence of a sticker on the menu displaying eco-

certification

2. presence of a sticker on the menu indicating the

menu items are organic

3.published restaurant efforts to safeguard the

environment on media

E. Others

97

APPENDIX VI: DESCRIPTIVE RESULTS FOR STRUCTURED

OBSERVATION SCHEDULES

Figure 6.1: Green Practices and consumer buying behavior

Figure 6.2: Green products and consumer buying behavior

0% 20% 40% 60% 80% 100%

Presence of organic food on the menu

Use biodegradable take away containers

use natural lighting

100%

92.30%

61.50%

0%

7.70%

38.50%

Green products practices in restaurants

No Yes

61.35%

92.30% 92.30%

38.50%

7.70% 7.70%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Green product Green Certification Green Promotion

Freq

uen

cies

Gren practices

Green practices in restaurants

Yes No

98

Figure 6.3: Green certification and consumer buying behavior

Figure 6.4: Green promotion and consumer buying behavior

Table 6.1: Green practices and consumer buying behavior descriptive statistics

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

presence of greenaccredations on the

menu and logo

use eco-friendlydetergents, cleanersand food materials

use locally sourcedmenu ingredients

92.30% 100% 100%

Green Certification practices in Restaurants

Yes No

92.30%

100%

100%

7.70%

0%

0%

0.00% 20.00% 40.00%60.00%80.00%100.00%120.00%

presence of a sticker on the menudisplaying eco-certification

presence of a sticker on the menuindicating the menu items are organic

published restaurant efforts to safeguardthe environment on media

Green Promotion practices in restaurants

No Yes

Green practices Mean Std. Deviation

Green Certification 3.6923 .44015

Green Promotion 3.9487 .18490

Green Product 3.9487 .18490

N= 13

99

Table 6.2: Green product and consumer behavior descriptive statistics

Green product practices Mean Std. Deviation

Presence of organic food on the

menu 3.23 .000

Use biodegradable take away

containers 3.85 .277

use natural lighting 4.00 .506

Valid N =13

Table 6.3: Green certification and consumer buying behavior descriptive

statistics

Green Certification practices Mean Std. Deviation

use eco-friendly detergents, cleaners

and food materials 3.85 .000

use locally sourced menu ingredients 4.00 .000

presence of green accreditations on the

menu and logo 4.00 .277

Valid N =13

Table 6.4: Green promotion and consumer buying behavior descriptive

statistics

Green promotion practices Mean Std. Deviation

presence of a sticker on the menu

indicating the menu items are

organic

3.85 .000

published restaurant efforts to

safeguard the environment on media 4.00 .000

presence of a sticker on the menu

displaying eco-certification 4.00 .277

Valid N=13

100

APPENDIX VII: QUALITATIVE ANALYSIS RESULTS FOR SECONDARY

DATA

Green Practices and consumer buying behavior

Figure 7.1 Word cloud for green practices influencing consumer buying

behavior

Figure 7.2 A bar graph for green practices affecting consumer buying behavior

101

Green Products and consumer buying behavior

Figure 7.3: A bar graph for green products practices and consumer buying

behavior

Green Certification and consumer buying behavior

Figure7.4: A bar graph of green certification practices and consumer buying

behavior

Green Promotion and consumer buying behavior

Figure 7.5: A bar graph for green promotion and consumer buying behavior

102

APPENDIX VIII: PLATES

Plate 8.1: Use of air conditioner, which monitors comfortable temperatures

Plate 8.2: Restaurants are offering waste bins for collecting waste products

Plate 8.3 Restaurants are using energy-efficient lighting bulbs

103

APPENDIX IX: RESTAURANTS THAT WILL PARTICIPATE IN THE

STUDY

Source: (The-Kenya-Gazette, 2003)

Restaurant Address Location

Five stars

1. Nairobi Tamarind Restaurant P.O box 74493, Nairobi Nairobi

2. The Carnivore Restaurant P.O Box 56685, Nairobi Nairobi

3. Trattoria Restaurant P.O BOX4059, Nairobi Nairobi

4. Pavement Restaurant P.O BOX 72229, Nairobi Nairobi

5. The Lord Errol Restaurant P.O BOX 999, Nairobi Nairobi

Four Star

6. Rudy’s restaurant P.O BOX 26023, Nairobi Nairobi

7.Tamambo Restaurant P.O BOX 1131, Sarit Centre,

Nairobi

Nairobi

8. Minar Restaurant (Airwings

Kodhek)

P.O BOX 41869, Nairobi Nairobi

9. Simba Restaurant (NAS) P.O BOX 19098, Nairobi Nairobi

10. China Jiangsu Restaurant P.O BOX 66912, Nairobi Nairobi

11. China Plate Westlands P.O BOX 10271, Nairobi Nairobi

12. Kengeles Koinange Street P.O BOX 25289, Nairobi Nairobi

13. Nairobi Mamba Village P.O BOX 74760, Nairobi Nairobi

14. Berbers Oasis restaurant P.O BOX 57144, Nairobi Nairobi

15. Nairobi Nihonjin Club P.O Box 47718, Nairobi Nairobi

16.Rangers Restaurant P.O BOX 63539, Nairobi Nairobi

17.Tin Tin Restaurant P.O BOX 58077, Nairobi Nairobi

18.Kowloon Restaurant P.O Box 22635, Nairobi Nairobi

19.Alan Bobies Bistro P.O BOX 44991, Nairobi Nairobi

20.Haandi Restaurant P.O BOX 13855, Nairobi Nairobi

104

APPENDIX X: SECONDARY DATA SOURCES

Tv and YouTube Programmes

https://www.televisionjamaica.com- hotel mocking bird hill the Eco-friendly.

https://www.youtube.com/watch?v=UOllFX2wnZE– Towards a sustainable

Tourism: “Restaurants and Food”.

https://www.youtube.com/watch?v=mJmn5WOkQMc- saving mangroves through

eco-tourism

https://medium.com › the-world-at-your-table › a-nation-obsessed-with- Diet and

Nutrition – a nation obsesses with Diet and Nutrition PreesMedia.com.

Organic Meal Consumption in the nation of The USA Essay Case _ Organizzazione

matrimoni Ferrara 2019-10-10 19_26_59Z.nvcx

https://www.youtube.com/watch?v=JC71IIEshD8&list=PLqGF6TJaUCVSh69mtK2

CtEpQwxV6U6etk&index=2&t=326s= Green Tourism Summit 2016

https://www.youtube.com/watch?v=OIgSe30bEAo&list=PLqGF6TJaUCVSh69mtK

2CtEpQwxV6U6etk&index=5&t=32s- Enhancing Innovative Sustainable

Tourism for Community Empowerment in Kenya - Gemsauri Ecotourism

https://www.youtube.com/watch?v=XePEeWSCNc0&list=PLqGF6TJaUCVSh69mt

K2CtEpQwxV6U6etk&index=5- Switch Africa Green Interview - Sarah

Frazee - (CEO) Conservation South Africa

https://www.FoodSustainabilityTrends.com -Restaurant Sustainability Trends 2018

https://www.youtube.com/watch?v=_gXS0DpY9e0- Sustainable Restaurants.

Friend of the Sea 2019

Newspapers

https://www.the-star.co.ke/news/2019-06-21-more-kenyans-eating-healthy-foods-

new-research-shows/.-The star: More Kenyans eating healthy foods, new

research shows

http://ofmkenya.org/ - Organic Farmers Market – Nairobi, Kenya.

https://www.businessdailyafrica.com/corporate/health/Demand-for-organic-food-

rises-on-health-fears- Retrieved from www.businessdailyafrica 2016.

Articles

García de Leaniz, Patricia, Martínez; Crespo, Ángel, Herrero & López, Raquel,

Gómez.

(2017). Customer responses to environmentally certified hotels: the moderating

effect of environmental consciousness on the formation of behavioral

intentions. Journal of Sustainable Tourism Article.

Okwemba, Arthur. (2018). The fade about organic foods in Kenya. Retrieved from

http://www.awcfs.org/

105

Teng, Yi-Man & Wu, Kun-Shan. (2019). Sustainability Development in Hospitality:

The Effect of Perceived Value on Customers’ Green Restaurant Behavioral

Intention. Sustainability Article.

106

APPENDIX XI: LOCATION MAP

Nairobi City County

source: The 2010 Constitution of Kenya

107

APPENDIX XII: RESEARCH AUTHORIZATION LETTER

108

APPENDIX XIII: NACOSTI RESEARCH PERMIT