Management and social perspectives
Volume 3, Numéro 1, Pages 37-61
2024-06-30
Green Marketing In The Restaurant Industry A Focus On Upcycled Food
Authors : Benslimane Amine . Benghalem Amine .
Abstract
The 2021 Food Waste Index report published by the United Nations Environment Programme revealed that over 931 million tons of food are wasted globally each year, with a portion of this waste originating from the restaurant industry. In response to this challenge, there has been growing interest in employing food upcycling as a viable solution. Food upcycling involves repurposing and highlighting ingredients that would otherwise be wasted, ensuring transparent supply chains, and thereby contributing positively to environmental conservation efforts. This paper aims to analyse Algerian citizens' behaviour regarding this type of food. To achieve this goal, we conducted quantitative research based on structural equation modelling. The results shed significant light on attitudes, environmental concerns, descriptive social norms, and the perceived green value of Algerian citizens toward upcycled food. These findings pave the way for the implementation of effective green marketing strategies within catering establishments.
Keywords
green marketing ; upcycled food ; attitude ; environmental concerns ; descriptive social norms ; the perceived green value ; restaurant industry
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