Effects of campus dining sustainable practices on consumers' perception and behavioral intention in the United States.

Abstract

Background/objectives: Sustainability has become one of the top priorities in the foodservice industry. With an increase in consumer interest in sustainability and educational opportunities in higher education, it is important to know what sustainable practices are implemented in campus dining and how sustainable practices affect consumers' responses. This study aims to identify the key sustainable practices in the campus dining context, and investigate the relationship by applying the stimulus-organism-response framework to determine whether the key sustainable practices influence consumers' perception and behavioral intentions.

Subjects/methods: The self-administered online survey was distributed to college students in 8 dining halls at a large southeastern university in the United States from September 20-October 10, 2019. A total of 382 valid questionnaires were collected, and factor analysis and multiple regressions were utilized to test the research model.

Results: This study identified 4 dimensions of campus sustainability with a total of sustainable practices: sustainable food, waste management, energy/water conservation, and recycling/reuse. Three dimensions of sustainable campus practices (i.e., sustainable food, waste management, recycling/reuse) played a significant role in consumers forming a perceived value while energy/water conservation did not significantly influence the consumers' perceived value toward the campus dining. Waste management was identified as the most important practice to enhance consumers' perceived value (β = 0.330). Using sustainable food and recycling/reuse were ranked second and third, respectively (β = 0.262, β = 0.154). The findings confirmed the significant positive relationship between perceived value and revisit intentions.

Conclusions: The findings support the inclusion of dining sustainability as a critical component in explaining college students' perceived value and revisit intention toward campus dining. Furthermore, this study provides practical implications for university administrators and foodservice operators to consider the key sustainable practices to meet the consumers' value and revisit intentions.