The importance of green practices of restaurant in tourist behavior

This research empirically examined the importance and the effect of restaurant green practices on the perceptions and behavior of customers. To do so, 262 of the restaurants of Golestan Province (Gonbad-e-Kavoos and Gorgan) were surveyed using convenience sampling method. Utilizing structural equation modeling, the results showed that restaurant green practices had significant and positive effect on restaurant green image, but did not influence restaurant quality and customers’ loyalty. Restaurant green image and restaurant quality influenced restaurant quality and customers’ loyalty, respectively.