80% of Consumers Will Pay More for Green Dining

COLUMBUS, OhioEight out of 10 U.S. consumers are willing to pay more to dine at environmentally friendly restaurants, according to new a new study from Ohio State University. The findings also suggest restaurants need to take the extra step to market themselves as green" to attract the eco-conscious consumer.

It is clear that green practices could be beneficial for restaurants. Customers want their restaurants to be environmentally friendly and say theyre willing to pay more for it," said Jay Kandampully, co-author of the study and professor of consumer sciences at Ohio State University. It would be a shame if restaurants dont make use of that support."

The researchers surveyed 455 customers of five independent casual dining restaurants in Columbus. Customers were asked a variety of questions about their perceptions of green restaurants. The results made it clear that restaurant customers are intrigued by the possibility of environmentally friendly restaurants.

About 65 percent of those surveyed said they would be willing to pay up to 10 percent more to dine at green restaurants, and 20 percent would be willing to pay even more. Only 15 percent said they would not be willing to pay any more to eat at an environmentally friendly restaurant. Approximately 70 percent said it is good for restaurants to protect the environment, and nearly half48 percentsaid dining at green restaurants will be healthier.

Overall, seven out of 10 participants in the survey were most interested in restaurants that took actions to protect the environment, such as reducing energy usage and waste and using biodegradable or recycled products. The second most important green practice to diners, after environmental action, was the use of organic products and serving locally grown food.

Data also revealed women and those less than age 35 were more likely than others to believe dining at green restaurants would be healthier. Those under age 35 were more likely than older people to say it was important for restaurants to use organic foods and to pay fees to reduce their ecological footprints. Women were much more likely than men to say it was important for restaurants to donate to environmental projects.