Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality

Adopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize perceived quality as sending internal external cues which help consumers form judgments about product value. Based on a survey 280 restaurant customers, hypothesize report positive significant influence both consumerism value revisit intention. Further, results confirm moderating role quality. From practical point view, managers interested in benefiting from their restaurants should focus increasing customers' evaluation overall judgment environmental food services.