Consumer Readiness on the Sustainable Practices of Green Technology in Fast Food Restaurant

Consumer Readiness on the Sustainable Practices of Green Technology in Fast Food Restaurant

Mohamad Alif Akmar Sher Mohamad¹, Zurena@Rena Shahril^*2

¹Faculty of Hospitality and Tourism, City University Malaysia

²Faculty of Hotel and Tourism Management, University Teknologi MARA

DOI: https://dx.doi.org/10.47772/IJRISS.2025.9010376

Received: 15 January 2025; Revised: 21 January 2025; Accepted: 24 January 2025; Published: 23 February 2025

ABSTRACT

This research delves into the dynamics of consumer readiness to adopt sustainable green technologies in the fast-food industry, a sector noted for its significant environmental impact due to rapid expansion and global reach. The study specifically examines how various factors of consumer readiness, such as role clarity, skill availability, and motivational drivers, influence their willingness to support and participate in sustainable practices. To comprehensively assess these relationships, the research utilizes a detailed survey targeting a broad demographic spectrum of fast-food consumers. The survey questions are designed to gauge participants’ understanding of their roles in sustainable practices, their skills and knowledge relevant to these practices, and their intrinsic and extrinsic motivations. Intrinsic motivations include personal values and environmental concerns, whereas extrinsic motivations encompass social influence and perceived benefits, such as cost savings or social approval. The findings from this study indicate a strong correlation between well-defined role clarity, sufficient skills, and high motivational levels with increased consumer readiness for engaging in green initiatives. Specifically, consumers who perceive a clear long-term impact and benefit from sustainable practices show greater willingness to adopt such practices. Moreover, the research suggests that effective educational programs that enhance consumers’ knowledge and skills, combined with motivational strategies that address both intrinsic and extrinsic factors, can significantly advance the adoption of green technologies in the fast-food industry. These insights are crucial for policymakers and business leaders who aim to foster a more sustainable future, emphasizing the need for strategic consumer engagement and targeted educational efforts to drive substantial environmental improvements in this high-impact sector.

Keywords: Consumer Readiness, Green Practices, Green Technology, Sustainable Practices

INTRODUCTION

In the realm of the hospitality industry, the incorporation of green technology has evolved into a vital endeavor, propelled by a worldwide trend towards sustainability and an increased awareness of environmental considerations. According to Anjali Xess (2021) in recent years, the hospitality industry has undertaken various initiatives aimed at conserving natural resources through the adoption of sustainable and eco-friendly practices. The incorporation of green technology in the hospitality sector goes beyond operational considerations, it has evolved into a strategic response to evolving consumer preferences (Surianshah, 2024). Consequently, integrating green technology not only adheres to regulatory requirements but also functions as a competitive advantage, elevating the brand image and appealing to a growing segment of environmentally conscious clientele. (Surianshah, 2024).

According to Ali (2020), Green technology serves as a comprehensive term encompassing technologies designed to be environmentally friendly throughout their entire lifecycle, spanning from production to usage. The integration of green technology has the potential to enhance the overall environmental quality and facilitate responsible waste management within the foodservice industry, contributing to the conservation of natural resources such as rivers. Consequently, the focal point of green approaches revolves around reducing electricity, water, and waste usage (Zeenat et al., 2013). The expansion of the foodservice industry contributes to a surge in waste disposal, posing environmental challenges and escalating pollution levels. The growth in the food service sector corresponds to an upsurge in waste generation, with the average restaurant producing 50,000 pounds of waste annually, as indicated by Azilah (2011).

Fast food restaurant makes a significant change over the years as there are changes in individual’s lifestyle and pattern. According to Ochir (2020), the rapid expansion of the fast-food restaurant sector positions it as one of the swiftly advancing industries globally. Both international and local restaurant chains are striving to meet the diverse demands of customers, who, in tandem with evolving market trends, are displaying increasing sophistication and heightened expectations for a variety of products and services. McDonald’s is the big player of fast-food market by way of McDonald’s is a pioneer in the fast-food industry with a strong emphasis on customer service, competition response, and early use of marketing strategies. This can be supported by Harizah, (2020) stated that McDonald’s Malaysia is expected to spend RM1.2 billion to expand the number of its outlets to 450 nationwide by 2025.

The substantial expansion of the food industry has indeed made a positive economic contribution. However, it has also led to adverse effects on the environment and nature. Consequently, markets, restaurants, and food stalls have been responsible for polluting rivers through surface sedimentation, inadequate sewage disposal, industrial effluents, and contaminated drainage (Department of Irrigation and Drainage, 2023). Furthermore, as indicated in “Lembaga Urus Air Selangor”, has reported that Sungai Kecil is contaminated with oil and food residues, leading to floods in numerous neighborhoods’ effluent from a food processing (Xi,2023). Additionally, the case of Sungai Kinta highlights a major source of pollution, were high fat content in wastewater from public markets and restaurants (Al-Gheethi et al, 2024).

Furthermore, the Department of Environment, under the Pollution and Water Quality Improvement Programmed, emphasizes that food premises play a major role in river pollution due to fats, oils, and grease from restaurant waste (Loh, 2023). As highlighted by Mohammed et al., (2020), despite the energy consumption, upstream impact on agriculture and land use, and downstream impact on waste disposal associated with the food service industry, the connection between food service and environmental responsibility.

LITERATURE REVIEW

Consumer Readiness

As the societal focus on nature preservation intensifies, businesses are adjusting their practices to actively participate in addressing environmental concerns. According to Jiang et al., (2022) a strong positive correlation between consumer readiness and sustainable development indicates a direct relationship between the two. As consumers become more prepared to embrace green products, the country’s sustainable development is likely to see a significant improvement.

Furthermore, increasing customer demand for eco-innovation has prompted firms in the hotel industry to recognize their environmental responsibilities. Implementing green Corporate Social Responsibility (CSR) initiatives is now essential for enhancing sustainable performance. Customers are pushing companies to adopt green CSR strategies, such as utilizing renewable energy resources, to ensure long-term sustainability. This trend underscores the growing need for a comprehensive transformation within the hospitality industry to achieve ecological integrity and corporate sustainability (Sun & Nasrullah, 2024).

As consumers become increasingly aware of environmental issues, they are more inclined to choose eco-friendly products and services. As mentioned by Raheja and Kumar (2022) while many believe that restaurants should adopt green practices, they are generally reluctant to pay higher prices for these efforts. However, they do express a willingness to return to establishments that implement such sustainable initiatives, indicating a preference for supporting environmentally responsible businesses.

Role Clarity, Skills Ability and Extrinsic / Intrinsic Motivation

When an organization provides clear and unambiguous role assignments, there is a strong emphasis on performance. and unambiguous role assignments, there is a strong emphasis on performance. This clarity refers to the precise definition of tasks assigned to individuals and their understanding of other responsibilities within the organization. Consequently, consumer is expected to be outcome-driven in such an environment, leading to evaluations based on results and the successful achievement of well-defined objectives. According to Adebayo (2020), the interplay between consumer having well-defined roles, informed responsibilities, and their performance is evident. Moreover, these employees may naturally assimilate the organizational culture, as it plays a crucial role in shaping ethical guidelines for role clarity.

Implementing energy-efficient appliances helps reduce energy consumption while maintaining operational effectiveness. Clear role assignments and responsibilities related to the operation and maintenance of these appliances are crucial to ensuring their optimal use. Consumers must understand their specific roles in energy conservation efforts to achieve sustainability objectives (Smith & Brown, 2023). Regular training and operational guidelines should be provided to ensure proper use and maintenance of energy-efficient appliances, such as LED lighting, high-efficiency refrigeration units, and smart kitchen equipment that optimize power usage and minimize waste.

Moving towards environmentally sustainable methods of production and consumption has become a critical necessity for both developed and developing nations. In recent decades, there has been a remarkable surge in the advancement of green technologies, resulting in substantial cost reductions and swift implementation of well-established technologies, facilitated by appropriate incentives and hence, the enhancement of skills, knowledge, and competencies plays a pivotal role in facilitating the transition to a low-carbon economy. These proficiencies empower both the private sector and individual consumers to adopt and utilize resource-efficient, sustainable processes and technologies (Auktor, 2020)

Restaurants can significantly reduce their environmental footprint by adopting waste reduction strategies such as composting, recycling programs, and portion control measures. Developing consumer skills in waste management through training programs enhances their ability to implement and sustain waste reduction practices effectively (Smith & Brown, 2023). Providing staff with practical workshops and educational materials on waste sorting, composting techniques, and innovative food donation initiatives can equip them with the knowledge and skills required to support waste minimization goals.

Legault (2016) Intrinsic motivation (IM) pertains to the involvement in activities that are inherently gratifying or pleasurable. IM is self-rewarding, meaning the drive for intrinsically motivated actions does not rely on any external rewards or consequences disconnected from the activity itself while Extrinsic motivation (EM) involves engaging in behaviours that are primarily driven by the pursuit of outcomes or rewards that are distinct from the behaviour itself. In simpler terms, EM is characterized by actions that serve as a means to an end, where the motivation comes from external incentives rather than inherent enjoyment in the activity.

In humans, intrinsic motivation is not the sole type of motivation or volitional activity, but it holds significant importance and is consistently present. Right from birth, humans, when in optimal states of well-being, exhibit innate tendencies towards being active, inquisitive, curious, and playful. This natural inclination to explore and learn is ever-present, and they don’t rely on external rewards or incentives to engage in these activities (Deci, 2019).

As stated by Deci (2019) extrinsic motivation is a concept that applies when an activity is pursued with the specific goal of achieving a separate outcome. This stands in contrast to intrinsic motivation, where the primary reason for engaging in an activity is the sheer enjoyment and satisfaction derived from the activity itself, without any concern for its instrumental worth.

The transition to sustainable packaging solutions, including biodegradable and recyclable materials, can significantly decrease plastic waste and pollution. Motivating employees and customers to embrace sustainable packaging through incentives, awareness campaigns, and reward programs fosters a culture of sustainability and drives long-term engagement with green initiatives (Smith & Brown, 2023). Fast food restaurants can introduce loyalty programs that reward customers for opting for reusable packaging options and provide employees with recognition and incentives for actively promoting sustainable packaging practices. Additionally, integrating interactive customer engagement activities such as eco-friendly challenges and public sustainability reporting can further encourage adoption. Thus, the following hypothesis is formed:

H1: The Consumer Readiness has a significant relationship toward the sustainable practices of green technology in fast food restaurant.

• H_1a: The Role Clarity aspect has a significant relationship toward the sustainable practices of green technology in fast food restaurant.
• H_1b: The Skills Ability has a significant relationship towards the sustainable practices of green technology in fast food restaurant.
• H_1c: The Extrinsic and Intrinsic Motivation has a significant relationship towards the sustainable practices of green technology in fast food restaurant.

Eco Friendly Attitudes

The notion of sustainability has become pervasive, finding implementation in corporate strategies, consumer preferences, educational curricula, and scholarly investigations. The imperative for corporations globally to adopt sustainable business practices is attributed to the heightened consumer awareness regarding environmental neglect and social inequalities. As mentioned by Jacob (2012), in the past decade, environmentalism has gained prominence as a critical concern, driven by escalating problems such as acid rain, ozone layer depletion, land degradation, and numerous other pressing environmental issues. Polonsky defines green marketing as encompassing all efforts aimed at initiating and facilitating transactions to fulfil human needs or desires, ensuring that the satisfaction of these needs and wants minimally harms the natural environment (Jacob, 2012).

As stated Samarasinghe (2012) in contemporary times, global consensus acknowledges environmental concerns as among the most urgent challenges confronting societies worldwide. The adoption of green marketing practices and the momentum behind environmental initiatives are expanding into the Asian region, prompted by environmental threats that are unsettling both governments and citizens.

Based on, Phau (2011) the primary distinction between sustainers and non-sustainers lies in their level of ecological awareness. Regarding perspectives on environmentally friendly products, the concepts of “importance” and “inconvenience” are extensively explored and frequently referenced in green marketing literature. Recognizing a gradual rise in environmental issues, individuals understand the importance of considering the environmental impact of their actions, including their purchasing behaviour. Thus, second hypothesis is formed:

H2:      Eco Friendly Attitudes moderates the relationships between consumer readiness and sustainable practices of green technology.

As the hypothesis was formed according to the literature review, a framework was developed and shown in figure 1.

Sustainable Practices of Green Technology

Given the escalating global challenges posed by climate change, population growth, environmental pollution, and the inefficient utilization and depletion of natural resources, nations must adopt technologies and strategies for economic activities that are less environmentally detrimental and aim to preserve resources. Guo (2020) stated that green technology serves as a catalyst for sustainable development, entailing the identification of environmentally friendly avenues for growth, the establishment of new eco-friendly industries, and the generation of jobs and technologies. Attaining green growth requires a concerted effort to enhance investments and innovations, forming the bedrock of sustainable development and unlocking fresh economic opportunities.

On top of that, Naqvi (2023) Sustainable development is defined by a diminished environmental footprint and is advanced through comprehensive and inclusive policies. These policies, designed to address the concerns of future generations, can be enacted on both the international and national fronts. As mentioned, Qamar (2020) the primary objective behind the development of Green Tech is to mitigate climate change, safeguard the natural environment, decrease reliance on non-renewable resources like fossil fuels, and address environmental damage. Although the Green Tech market is still in its early stages, investment capital is flourishing. While it is accurate that Green Tech has become increasingly prevalent in contemporary times, elements of these business strategies have been in use since the 18th and 19th centuries during the peak of the Industrial Revolution.

According to Abadi (2017), Green technology (GT) is a comprehensive term encompassing innovative approaches to introduce environmentally friendly practices into everyday life. Developed and applied with the intention of conserving natural resources and the environment, GT serves as an alternative technological source that diminishes reliance on fossil fuels and minimizes harm to human, animal, and plant health, as well as the overall well-being of the planet.

Figure 1: The Conceptual Framework

METHODOLOGY

Quantitative research method has been used to perform this study. According to the Bhandari (2020), quantitative analysis is the method by which numerical data are gathered and analyzed. This can be used for identifying trends and averages, making forecasts, checking, causal relationship, and generalizing outcomes to broader populations. As supported by Daniel (2011), quantitative research is ‘Explaining phenomena by collecting numerical data that are analyzed using methods based on mathematics (statistics). Quantitative research methods have been developed to enable researchers to study about Consumer Readiness factor on sustainable practices of green technology in fast food restaurants. Survey research is an example of quantitative methods that can be used to gather information.

This study was conducted in collaboration with the residents residing in Selangor. Choosing Selangor for research could be driven by various factors. Selangor being a highly urbanized and industrialized state in Malaysia, may face environmental challenges like air or water pollution. According to data from the Department of Statistics Malaysia, the estimated population of Selangor people as June 2023 is approximately 5,830,459. As per the findings of Sharif in (2023), McDonald’s stands as the top choice among fast-food restaurants, with a preference rate of 60%. Following closely, KFC holds a 33% preference, while Pizza Hut constitutes 6.8% of the preferences. Based on the research findings obtained, the researcher utilized all three outlets as locations for conducted the study and the researcher allocated minimum 385 samples across the three outlets. This study focused on the consumer readiness factor on sustainable practices of green technology in fast food restaurants. This sample size was taken according to the table (Krejcie & morgan, 1960).

In terms of questionnaire, the researcher used the Google form as an instrument tool to get information and data. The questionnaire is divided into three sections. The first section deals with demographic profile for every respondent. Age, gender, marital status, country, and level of education had been recorded. This information needs to be identified to measure the extent these variables have impact on respondent acceptability. In section 2, the content asked on the knowledge in Green Technology, consumer readiness on the sustainable practice in green technology at fast food and the effect of the green technology. This question was answered by the customer who lives in Selangor. The third section was asked for opinions to make sure all fast-food consumers in Selangor sustain the green technology practices in fast food restaurants.

After the questionnaire has been distributed, and the data is collected, the data is transferred into the statistical analysis. For data analysis, SPSS software is employed. Descriptive statistics are used to analyse respondents’ demographic profiles and their readiness for sustainable practices of green technology in fast food restaurants. Furthermore, correlational analysis is conducted to explore the relationships between key variables, such as consumer trust and their readiness to embrace green technology practices. The Pearson correlation coefficient is utilized to measure the strength and direction of these relationships. Additionally, multiple regression analysis is applied to examine the predictive relationships and influence of various independent variables on the dependent variable.

Prior to data collection, a pre-test and pilot testing of the questionnaire are conducted to evaluate its validity and reliability. The questionnaire is reviewed by supervisors and experts in green technology, with their feedback utilized to enhance the instrument’s quality. A pilot test, comprising 10% of the target sample size, confirms a reliability coefficient from 0.733 to 0.883, indicating varying levels of internal consistency (Drummond, 2017). Data collection is facilitated through the Google survey platform, with the questionnaire available in both Malay and English. The survey is disseminated via social media channels to respondents who meet the eligibility criteria, specifically targeting individuals who have dined at fast food restaurants that promote sustainable practices. This approach ensures the inclusion of participants with relevant experiences.

FINDINGS

Demographic

The demographic profile of the study participants consists of 385 respondents. The sample is predominantly female, with 248 respondents (64.4%), compared to 137 male respondents (35.6%). In terms of age, the majority are between 18-30 years old (57.4%), followed by those aged 31-50 years old (39.7%), and a small precent aged 50 years and above (2.9%). Regarding educational level, the respondents have diverse educational backgrounds. A significant portion holds a degree (50.6%), while those with a diploma and a master’s degree each constitute 22.9% of the sample. A smaller number of respondents have completed secondary school (1.6%), possessed a certificate (0.5%), or fell into the ‘Others’ category (1.6%).

Marital status reveals that 31.7% of the respondents are married, while a larger percentage, 68.3%, are single. The occupation distribution shows that 24.7% work in government sectors, 46.5% are employed in the private sector, 18.2% are self-employed, 1.0% are retired, and 9.6% are not working. In terms of salary, 11.2% of the respondents earn less than RM1,000, 39.7% earn between RM1,001 and RM3,000, 45.2% earn between RM3,001 and RM5,000, and 3.9% earn above RM5,000. Finally, the frequency of visiting fast food restaurants per month indicates that 31.9% of respondents visit 0-2 times, 32.5% visit 3-4 times, 20.0% visit 5-6 times, 14.5% visit 7-8 times, 0.5% visit 9-10 times, and 0.3% visit more than 10 times.

Descriptive Analysis

Descriptive statistics are employed to describe and summarize data sets. Primarily, they measure frequency, central tendency, dispersion or variation, and the position of the data. Descriptive statistics serve two main purposes: they provide basic information about variables in a dataset and highlight potential relationships between those variables. By presenting quantitative descriptions in a manageable format, descriptive statistics simplify large amounts of data into more understandable summaries, each reducing complex data to a simpler form.

Table I: Consumer Readiness Factors Role Clarity

The descriptive analysis of five survey items assessing consumer readiness and role clarity in adopting green practices, based on responses from 385 participants, reveals several key insights. Respondents demonstrated strong awareness of the environmental impact of consumption behaviors (M = 4.47, SD = 0.649) and the necessity of green practices knowledge for environmental protection (M = 4.47, SD = 0.621). However, understanding of green practices at the national level was comparatively lower (M = 3.85, SD = 0.651). While participants expressed moderate concern about future resource scarcity (M = 3.96, SD = 0.841), this item exhibited the greatest variability, suggesting heterogeneous perceptions of resource-related risks. In contrast, responses were most consistent for the importance of acquiring green practices knowledge, as reflected by the lowest standard deviation (SD = 0.621).

Table II: Consumer Readiness Factors Skills Ability

The analysis of consumer readiness regarding green technology skills reveals strong perceptions of their benefits for daily activities, expenses, and environmental impact. Respondents rated highly the importance of understanding and applying green skills (M = 4.37, SD = 0.634) and their potential to enhance personal satisfaction (M = 4.08, SD = 0.527) and community well-being (M = 4.10, SD = 0.489). However, acquiring these skills is often perceived as intimidating and impractical (M = 4.19, SD = 0.841), indicating diverse views on their accessibility. Overall, the findings suggest that while respondents recognize the value of green skills, addressing perceptions of difficulty through targeted education and training is essential for broader adoption.

Table III: Consumer Readiness Factors Motivation

The analysis of motivation factors influencing consumer support for green practices in fast food restaurants highlights the role of both extrinsic and intrinsic drivers. Intrinsic motivation received the highest rating (M = 4.62, SD = 0.667), emphasizing its pivotal role in facilitating green practices. Among extrinsic factors, financial incentives such as discounts or loyalty rewards strongly influenced decisions (M = 4.36, SD = 0.678), followed by moral incentives, including ethical considerations (M = 4.22, SD = 0.587). Consistent promotions were rated moderately (M = 3.94, SD = 0.850), suggesting variability in their perceived importance. Similarly, willingness to purchase recycled products was positively influenced by promotional offers (M = 4.21, SD = 0.666). These findings indicate that while intrinsic motivation is central, combining it with targeted financial and moral incentives could enhance consumer engagement with sustainable practices.

Table IV: Eco Friendly Attitudes

The analysis of environmental factors influencing consumer behaviours highlights strong support for eco-friendly practices. Respondents rated highly the importance of choosing eco-friendly products to protect nature (M = 4.59, SD = 0.622) and their willingness to visit environmentally friendly restaurants, supported by sufficient resources and desire (M = 4.24, SD = 0.595). Thinking about the environmental impact when purchasing materials also received positive ratings (M = 4.15, SD = 0.693). While respondents acknowledged the cumulative impact of small actions (M = 3.89, SD = 0.795) and the need for individual contributions to environmental improvement (M = 3.87, SD = 0.765), these items were rated slightly lower, indicating variability in personal commitment. These findings suggest strong consumer readiness to engage with environmentally friendly practices, particularly when specific actions and their positive outcomes are evident.

Table V: Sustainable Practices of Green Technology

The analysis highlights consumer perceptions of sustainable practices and green technology adoption in fast-food restaurants. Respondents strongly valued encouraging eco-friendly practices (M = 4.53, SD = 0.665) and expressed pride and satisfaction in establishments contributing to environmental well-being (M = 4.34, SD = 0.830). They also acknowledged the personal benefits of sustainable development in daily life (M = 4.23, SD = 0.598). The belief that the benefits of green technology outweigh initial investments received moderate support (M = 3.91, SD = 0.643), and the importance of visibly adopting these practices in restaurants was rated lower (M = 3.54, SD = 0.796), suggesting variability in expectations for visible sustainability efforts. Overall, the findings indicate strong consumer support for sustainable practices, emphasizing the need for both advocacy and visible adoption to enhance engagement.

Pearson Correlation

The relationship between Role Clarity aspect, Skills Ability aspect, and Motivation aspect towards Sustainable Practices of Green Technology in Fast Food Restaurant was analyzed using Pearson correlation and the results are tabulated in Table 4.3.

Table VI: Pearson Correlation Hypothesis Testing

Pearson correlation coefficients revealed significant positive relationships between all three factors and sustainable practices of green technology. Role Clarity showed a moderate positive relationship (r = 0.501, p < 0.001), Skills Ability exhibited a strong relationship (r = 0.605, p < 0.001), and Motivation demonstrated a strong correlation (r = 0.590, p < 0.001). These results suggest that improvements in any of these aspects can enhance sustainability outcomes.

Hayes’s Testing

Table VII: Hayes’s Process Macro Model Summary

Hayes’s Process Macro analysis further substantiated the importance of Skills Ability and Motivation. While Role Clarity (Coeff = 0.289, p = 0.236) did not demonstrate a statistically significant effect, Skills Ability (Coeff = 0.608, p < 0.001) and Motivation (Coeff = 0.614, p < 0.001) were significant predictors of sustainable practices. The conditional effects of Eco-Friendly Attitudes across varying levels showed consistently positive and significant impacts, indicating their moderating role in the relationship between consumer readiness and sustainability.

Table VIII: Hayes’s Process Macro Conditional Relationship

Regression Analysis

Multiple regression analysis confirmed the significant contributions of Role Clarity, Skills Ability, and Motivation to sustainable practices. The model’s R value of 0.702 and R Square value of 0.493 indicated that 49.3% of the variance in sustainable practices could be explained by these predictors. Skills Ability had the largest standardized coefficient (β = 0.321, p < 0.001), followed by Role Clarity (β = 0.296, p < 0.001) and Motivation (β = 0.255, p < 0.001). The ANOVA results confirmed the model’s overall significance (F = 123.263, p < 0.001), validating the predictive power of the three factors. These findings emphasize the collective importance of Role Clarity, Skills Ability, and Motivation in advancing green technology practices.

 CONCLUSION

This research examines the relationship between consumer readiness factors—Role Clarity, Skills Ability, and Motivation—and sustainable practices of green technology in fast food restaurants, with Eco-Friendly Attitudes as a moderating variable. By employing a quantitative survey method, this study presents significant findings that contribute to the growing discourse on sustainability and consumer behaviours. The conclusions align with the research objectives and provide actionable insights for both theoretical advancement and practical application.

The findings reveal that Role Clarity, Skills Ability, and Motivation have significant positive relationships with sustainable practices in green technology. The study further demonstrates that Eco-Friendly Attitudes moderate the effects of Skills Ability and Motivation but not Role Clarity, offering nuanced insights into the dynamics of consumer readiness and sustainability.

This study extends existing frameworks on consumer readiness by integrating Eco-Friendly Attitudes as a moderating variable. Previous studies (e.g., Sabri, 2021; Arun Madanaguli, 2022; Lin, 2023) have emphasized the individual importance of Role Clarity, Skills Ability, and Motivation, but this research uniquely situates these factors within the context of green technology adoption in the fast-food sector. By uncovering the conditional effects of Eco-Friendly Attitudes, it adds depth to the theoretical understanding of how attitudinal factors influence sustainable behaviours.

The implementation of Sustainable Green Practices (SGP) in fast food restaurants is essential to mitigate environmental impacts and cater to the growing consumer demand for sustainability (Mahoney Environmental, 2022). To enhance the adoption of SGP, several actionable strategies can be proposed. Educating employees on sustainability is crucial for effective SGP implementation. Training programs should focus on proper waste segregation and recycling methods, efficient use of energy and water resources, and understanding the environmental impact of daily operations (A World, 2023). A well-informed workforce can actively contribute to sustainability goals and promote eco-friendly practices within the restaurant environment (Supy, 2023).

On the others hand, sourcing ingredients from local and sustainable suppliers can significantly reduce the carbon footprint associated with transportation and support the local economy (Blue & Green Tomorrow, 2023). Partnerships should prioritize suppliers who utilize organic farming methods, employ humane and sustainable animal husbandry practices, and minimize the use of synthetic pesticides and fertilizers (Euromonitor International, 2023). This approach ensures that the supply chain aligns with environmental sustainability objectives.

Raising consumer awareness about sustainability initiatives helps foster a positive brand image and encourages environmentally conscious consumer behavior (Mahoney Environmental, 2022). Effective strategies include highlighting sustainable menu options, showcasing efforts to reduce waste and energy consumption, and engaging customers through social media platforms to share sustainability milestones (Supy, 2023).

Transitioning to eco-friendly packaging materials is crucial in reducing environmental pollution and promoting sustainability (A World, 2023). Restaurants should consider using biodegradable or compostable packaging, eliminating single-use plastics in Favor of reusable or recyclable alternatives, and encouraging customers to bring their own reusable containers (Blue & Green Tomorrow, 2023). These initiatives align with consumer preferences for sustainable packaging and contribute to waste reduction efforts.

From a practical perspective, the results underscore the importance of targeted interventions to enhance consumer readiness. Organizations should prioritize training programs to improve Skills Ability and design motivation-driven initiatives that align with intrinsic and extrinsic goals (Cong Doanh Duong, 2023). Policymakers can leverage these insights to create regulatory frameworks that incentivize green technology adoption, particularly in consumer-facing industries like fast food. Moreover, fostering Eco-Friendly Attitudes through marketing and educational campaigns can amplify the effectiveness of these initiatives.

Despite its contributions, this study has limitations. The cross-sectional design restricts causal inferences, and future research should employ longitudinal methods (Maxwell & Cole, 2007) to better understand the evolution of these relationships over time. Additionally, the reliance on self-reported data introduces potential biases, which could be mitigated by integrating objective metrics or triangulating data sources (Podsakoff et al., 2003). xpanding the scope of variables to include organizational culture, leadership styles, and external environmental factors could provide a more holistic view of sustainability practices (Bass & Avolio, 1993). Comparative studies across industries and regions would further enhance the generalizability of findings. Finally, investigating additional moderators and mediators, such as regulatory policies or cultural norms (Hofstede, 2001), could uncover deeper insights into the factors shaping sustainable practices.

This study offers valuable contributions to the field of sustainability by elucidating the interplay between consumer readiness factors and green technology adoption in fast food restaurants. By emphasizing the moderating role of Eco-Friendly Attitudes, it bridges gaps in the literature and provides actionable insights for organizations and policymakers aiming to promote sustainable practices. Future research should continue to build on these findings, broadening the theoretical and practical understanding of sustainability in diverse contexts. The integration of innovative methodologies and cross-disciplinary perspectives will be crucial in advancing this important field.

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