INFLUENCE OF GREEN CERTIFICATION ON CONSUMER BUYING BEHAVIOR IN 4-5 STAR RESTAURANTS IN NAIROBI COUNTY, KENYA

Abstract

The main aim of this study was to examine the role of green certification on consumer buying behavior in 4-5 star restaurants in Nairobi County. With the increasing environmental conservation concerns, consumers are increasingly drifting towards restaurants that are environmentally certified by credible certification bodies due to increased concerns raised by environmentalists over restaurants offering “green washed” products and services by claiming to be self-certified as green and yet their operations are not eco-friendly (Maritinez, Angel & Raquel, 2017). Furthermore, there are limited studies in this area. The study adopted a descriptive survey design where a sample size of 19 restaurants were sampled in Nairobi County. Qualitative data was coded, analyzed using NVIVO for easier analysis. Quantitative data was coded and analyzed using SPSS with levels of significance established using paired tests with P< or =0.05 at 95% confidence and significance levels. The findings showed an R2= 21.4%, df=1 and p=0.001<0.05 indicating that indeed green certification has a positive significant effect on consume buying behavior in 4-5-star restaurants in Nairobi. This implies that consumer buying behavior is influenced by green certification in 4-5-star restaurants in Nairobi. The study recommended that the Kenyan government should come up with a credible Green Certification programme to certify Kenyan restaurants as compliant with green practices. Keywords: Green practices, eco-friendly products, environmental conservation, green consumers, eco-restaurants