INTENTION TO USE GREEN RESTAURANTS IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Abstract

The aim of this research is to investigate the intention of consumers to use the services of a green restaurant in Hat Yai District, Songkhla Province, using qualitative research methodology with phenomenological approach. Data collection methods include in-depth interviews and observation of phenomena from primary data providers, who are consumers using the services of the green restaurant in Hat Yai District, Songkhla Province. The study found that the intention of consumers to use the services of the green restaurant is primarily driven by their knowledge of the environmentally friendly aspects of the restaurant. This includes considerations such as environmental-friendliness in restaurant design and operations, as well as the use of safe and toxin-free ingredients in food preparation. Consumers also value the healthiness of green food, which aligns with their preference for green cuisine. Additionally, a segment of consumers with health concerns has turned to green food consumption. Packaging is considered crucial, with consumers prioritizing environmentally friendly packaging as a key factor in their purchasing decisions. Even if the price of products with environmentally friendly packaging is higher, consumers are willing to pay the premium. Despite the relatively higher prices of green restaurant food compared to conventional restaurants, consumers perceive the quality of ingredients and overall value for money as satisfactory, leading to their willingness to patronize green restaurants.

This research highlights the importance of environmental considerations, health consciousness, and perceived value for money in influencing consumers' intention to use the services of green restaurants.