BACKGROUND OF THE STUDY

A large shift has taken place in the last few years between different sectors of the Global
Community toward environmental sustainability. The food service sector, particularly in metropolitan
areas such as Manila, is one of those sectors where this transition has already begun to gain momentum.
As consumers become more and more aware of their impact on the environment, they are looking for
ecofriendly products and services, A key strategy to enhance brand image and influence consumer
purchasing behavior has been identified as the use of green practices in restaurants.
An interesting context for examining the impact of green practices on brand image and consumer
behavior is the Philippines, which is experiencing a boom in restaurants and growing awareness of
environmental issues. A diverse range of restaurants cater to the tastes of a discriminating customer base
are in Manila, which is the capital city and an important economic hub. For both academics and
practitioners in the field, understanding how the adoption of green practices in selected restaurants in
Manila influences perceptions of brand image and drives consumer purchasing behavior can offer
valuable insight.
Various environmental sustainability initiatives undertaken by restaurants, including but not
limited to energy conservation, waste reduction, sourcing local and organic ingredients, implementing
recycling programs as well as promoting environmentally friendly packaging are covered by the concept
of green practice. Restaurants, by adopting such practices, are not only demonstrating their commitment
to environmental protection but also trying to differentiate themselves from the competition and appeal to
eco-conscious consumers in a competitive market.
Environmental considerations are also increasingly influencing consumer buying behavior, such
as purchase plans, preferences, and loyalty. The brands that reflect their values and demonstrate
responsibility for society and the environment are more frequently endorsed by consumers. Therefore, it
is worth exploring the mechanisms by which sustainability initiatives influence consumer choice in
restaurants to see how implementing green practices has a link with brand image and consumers'
purchasing behavior.
Furthermore, it cannot be underestimated the importance of the brand image in shaping consumer
perceptions and preferences. A restaurant's brand image represents its identity, values, and promise to
customers, influencing their perceptions of quality, trustworthiness, and overall appeal. To assess the
effectiveness of sustainability initiatives to enhance competitive advantage and increase consumer loyalty,
it is therefore important to understand how implementation of green practices affects brand image.
In addition, environmental considerations are increasingly influencing consumer purchasing
behavior including purchase intentions, preferences, and loyalties. Consumers are more inclined to buy
brands that meet their values and show responsibility for society and the environment. Therefore, valuable
information on the mechanisms by which sustainability initiatives affect consumer choices in restaurants
can be gained from an examination of how green practices are implemented, brand image and customer
buying behavior.
Overall, this study aims to contribute to existing literature by examining the impact of green practice
implementation on brand image and consumer purchasing behavior in selected restaurants in Manila. This
study is intended to reveal the Strategic Impact of Sustainability Initiatives for restaurants that wish to
survive in a growing environmental conscious market environment through analyzing consumers'
perceptions and preferences in this rapidly changing urban landscape.