Green food packages’ effects on consumers’ pre- to post-consumption evaluations of restaurant curbside pickup service

What is it about?

This study reports a series of three analyses about sustainable food packages in restaurant curbside pickup service. Our findings suggest that word-of-mouth (WOM) and function encounters most significantly influence consumers’ first-time purchasing decisions for a curbside pickup service. Service result encounter (besides distributor encounter) most significantly affects consumers’ overall curbside pickup experience. Green food packages positively affect consumers’ increased shares of future purchases through positive WOM intentions and extra efforts for revisiting the restaurant. Consumers’ perceived importance of green restaurant practices strengthens green food packages’ positive impact on extra efforts. This research provides meaningful theoretical/practical implications on research about sustainability, restaurant operations, and food retail business.

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