This study was designed to provide additional insight to literature and practices by identifying restaurantsâ green attributes that are deemed most important to consumers and measuring the impact from consumersâ demographic backgrounds on their preferences among various green attributes for restaurants. A total of 382 useful questionnaires from the U.S. were analyzed with repeated measures ANOVA, post hoc comparisons, and multiple regressions. The findings suggest: (a) consumers in general value environment-focused attributes more than food- and administration-focused green attributes, (b) female consumers rate higher in all three categories of green attributes than male, (c) younger consumers value food-focused attributes more than older consumers, and (d) consumersâ educational and income levels do not affect their attitudes towards different green attributes for restaurants. Drawing from the results, restaurant managers will be able to allocate their efforts on green initiatives wisely according to the preferences of their target customers.
