The Impact of Sustainable Environmental Management in the Food and Beverage Industry on Customer Loyalty: A View of Brand Attitude

With the development of society and economy, the output value of the service industry has accounted for greater proportion in Taiwan's Gross Domestic Product (GDP) measures, especially in the food and beverage (F&B) industry. When the homogeneity of products and services is higher, the market competition is more intense. Under these circumstances, if a restaurant wants to stand out, then it must not only maintain the relationship of existing customers, but also pay attention to society's perception of it. Therefore, in addition to creating profits and being responsible for the interests of shareholders, enterprises must consider their attitudes toward social responsibility, so that they can achieve a balance between economy and environment. This study took the consumers of Thai Town Cuisine as the empirical subjects, collecting a total of 288 valid questionnaires for a response rate of 80%. The results of statistical analysis and various hypotheses showed that: (1) environmental management has a significant positive correlation with brand attitude; (2) brand attitude has a significant positive correlation with customer loyalty; and (3) environmental management has a significant positive correlation with customer loyalty. Based on these results, this study offers some suggestions and hopes to help managers in the F&B industry to explore how to run their business from the aspect of environmental management, improve product quality, promote customer identity to their brand, and create positive behavior and brand loyalty to the restaurant.