Abstract

MONTESDEOCA-CALDERON, María Gabriela; GIL-SAURA, Irene  and  RUIZ-MOLINA, María Eugenia. How do food green practices and food waste management influence on the brand equity of restaurants?. estud.gerenc. [online]. 2020, vol.36, n.154, pp.100-113. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2020.154.3349.

The purpose of the present paper was to evaluate the incidence of green practices, sustainable innovation, and food waste management in building the brand equity of restaurants. From a quantitative investigation addressed to restaurant managers in Ecuador, 120 valid questionnaires that allowed to estimate a structural equations model through Partial Least Squares regression were obtained. The results provide evidence that green practices addressed to employee training and to sustainable innovation contribute significantly to food waste reduction, which, in turn, together with green practices addressed to consumer awareness, positively influence the brand equity of restaurants.

Keywords : sustainability; green practices; food waste management; sustainable innovation; brand equity; restaurants.

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