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Consumer's Green Dining Habits

See latest survey by Technomic and The Green Restaurant Association regarding the real green dining habits of Americans. 8 out of 10 consumers prefer patronizing Certified Green Restaurants®. 9 out of 10 expect a restaurant's environmental claims to be real and verified.

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Consumer's Green Dining Habits

  1. 1. Green Restaurant Association May 2010 Project # 3258 Prepared by:
  2. 2. Introduction
  3. 3. Introduction <ul><li>This survey was fielded by Technomic for the Green Restaurant Association from May 14-17, 2010 </li></ul><ul><li>500 consumers participated in the nationally representative survey. </li></ul><ul><li>The data included within this report is proprietary to the Green Restaurant Association. </li></ul>
  4. 4. Survey Findings
  5. 5. The vast majority of consumers expect a green restaurant to recycle Q: At minimum, which of the following items would you expect of a “green” restaurant? (Select all that apply) Green Restaurant - Expectations Base: 500 respondents
  6. 6. Consumers would reduce their frequency at a green restaurant if it was not operating in a green manner Q: If you discovered that a restaurant claiming to be “green” was using Styrofoam, toxic chemicals, was not recycling, and had no sustainable food, would you…. Green Restaurant – Dining Frequency Base: 500 respondents
  7. 7. Consumers expect a green certification organization to have environmental standards and verify restaurants’ green claims Q: Do you expect an organization that is certifying or recognizing restaurants as green to do any of the following…? Green Certification Organization - Expectations Base: 500 respondents
  8. 8. It is important for green certification organizations to require green practices prior to awarding a “green restaurant” decal Q: If you discovered an organization to be giving a restaurant a “green restaurant” decal without requiring that restaurant to meet environmental standards, what would be your impression of that certifying/recognizing organization? Green Certification Organization - Expectations Base: 500 respondents
  9. 9. Many consumers would reduce, or even cease, their frequency at a green restaurant if it was not operating in a green manner Q: If you found that a restaurant claiming to be “green” really wasn’t doing what they said they were, would you…? Green Restaurant - Expectations Base: 500 respondents
  10. 10. Consumers are more likely to trust a restaurant’s green claims if they are verified by an organization Q: You would trust a restaurant’s green claims if the claims were… Green Restaurants - Verification Base: 500 respondents
  11. 11. A “Certified Green Restaurant” resonates with consumers more than a “Greener Restaurant” Q: Which phrase do you trust more? Green Certification Name Base: 500 respondents
  12. 12. The vast majority of consumers are more likely to dine at a Certified Green Restaurant® Certified Green Restaurant® – Dining Frequency Q: Would you be more likely to dine at a Certified Green Restaurant® over a non-Certified Green Restaurant®? Base: 500 respondents
  13. 13. Consumers are more likely to dine at a Certified Green Restaurant® more often than a non certified restaurant Q: If you had three favorite restaurants nearby and one of them became a Certified Green Restaurant®, would you…. (Select one) Base: 500 respondents Certified Green Restaurant® – Dining Frequency
  14. 14. The vast majority of employees would be excited to work for a certified green business Certified Green Restaurant® – Employee Morale Q: If you were working in a business that became a Certified Green Restaurant®, would you…(Select one) Base: 500 respondents

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