Exploring Factors Influencing Consumers’ Willingness to Patronize Green Restaurants Under the Trend of Green Consumption

As global concerns regarding environmental sustainability intensify, consumer preference for healthier lifestyles and eco-friendly practices has driven substantial growth in demand for green restaurants. Despite this trend, limited research has systematically examined the core factors driving consumers’ decisions to patronize these establishments. The present study employs the decision-making trial and evaluation laboratory (DEMATEL) method to explore and clarify the complex causal relationships among consumer values, restaurant marketing strategies, dining environments, and food quality attributes. By conducting a structured questionnaire survey and analyzing the responses through the DEMATEL framework, our findings reveal that the dining environment—particularly restaurant style, ambiance, and design aesthetics—exerts the most substantial influence on consumer patronage. Additionally, restaurant brand image and individuals’ attitudes toward green consumption significantly shape their dining choices. Moreover, notable gender differences were identified; indicating males place greater emphasis on brand reputation, whereas females prioritize restaurant ambiance and overall environmental experience. The implications of these findings provide actionable insights for restaurant operators seeking to effectively tailor their marketing and operational strategies.