The influence of health and environment-focused values on restaurateur satisfaction in organic restaurants: a descriptive analysis in Spain

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The influence of health and environment-focused values on restaurateur satisfaction in organic restaurants: a descriptive analysis in Spain

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Title: The influence of health and environment-focused values on restaurateur satisfaction in organic restaurants: a descriptive analysis in Spain
Author: Cerdá Suárez, Luis Manuel; Robina Ramírez, Rafael; Palos Sánchez, Pedro Ramiro
Abstract: Como consecuencia de la creciente importancia de los alimentos ecológicos en varios países, existen estudios teóricos y empíricos centrados en analizar si son los valores saludables, o más bien las actitudes ambientales en restaurantes ecológicos, los factores más influyentes en su satisfacción del restaurador. Sin embargo, es muy importante diferenciar el impacto de estos factores, para mejorar la satisfacción de estos en la promoción de sus restaurantes. La mayor parte de los estudios sobre restaurantes ecológicos están referidos desde la perspectiva de los consumidores. Con un enfoque diferente, este trabajo se relaciona con la promoción y diferenciación y, en particular, la satisfacción de sus restauradores o gerentes. En el marco de un proyecto de investigación realizado en España, en este trabajo investigamos cómo las actitudes de los gerentes de restaurantes influyen en las decisiones de promover los alimentos ecológicos. A partir de una amplia representación espacial de naturaleza transversal, y con un cuestionario como instrumento de obtención de información, en este artículo se ilustra cómo gestionar la promoción de los restaurantes ecológicos en España, y se discuten las implicaciones de estos hallazgos. La principal contribución de este trabajo consiste en facilitar la promoción del consumo en los restaurantes ecológicos, resaltando los atributos en que fundamentar su propuesta de valor.As a consequence of the increasing importance of the organic food in several countries, there are many theoretical and empirical studies focused on analyzing whether the health values or rather the environmental attitudes of the restaurateurs, are the most influential factors on their satisfaction. However, it is very important to differentiate the impact of these factors in order to improve the restaurateur satisfaction in the marketing of organic labeled foods. As most studies in restaurants are related to customer satisfaction, this paper deals with a novel topic relating promotion and differentiation in organic restaurants and particularly describing restaurateur satisfaction (i.e. manager satisfaction). In the framework of a research project focused in organic restaurants, in this paper we investigate how restaurant managements’ attitudes influence decisions to promote organic foods as inputs on menus. Different combinations of promotional attributes of an organic menu are considered and a wide spatial representation of cross-sectional nature has been obtained, and an investigation of chefs’ decision-making criteria based on a questionnaire was carried out to collect data. We illustrate how is possible to manage the promotion of the organic restaurants in Spain and the implications of these findings for restaurants are discussed. The main foods, in order to facilitate the promotion of organic food consumption in restaurants highlighting the attributes on which to establish the proposition of value.
URI: http://hdl.handle.net/10662/9977
Date: 2018


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