A cross-cultural perspective of customer satisfaction toward bioplastic-made cutlery

Abstract

Integrating the theory of planned behavior (TPB) and expectancy-disconfirmation theory (EDT), this paper investigates antecedents (i.e., food healthiness, memorable food experiences, price fairness, and perceived attractiveness) and consequences (i.e., willingness to pay more, intention, and customer retention) of customer satisfaction toward this solution within green restaurants. Data was gathered from 1,310 domestic and expatriate customers in France, Brazil, and Egypt to investigate how cultural factors affect sustainable dining experiences. Findings confirmed that customer satisfaction partially mediated between antecedents and consequences. This paper extends existing green restaurant research by demonstrating how micro-level sustainable innovations shape customer satisfaction and intentions across cultures.