Determınıng the Criteria Weights in the Green Restaurant Selection Process Using the SWARA Method

İngilizce (OpenAlex)

This study aims to examine the impact of sustainability-driven green restaurants on consumer preferences.The rationale behind the study is to understand how businesses that undertake environmental responsibilities influence consumer behavior.Accordingly, in July 2023, expert interviews and a Multi-Criteria Decision-Making (MCDM) analysis were conducted using the SWARA method.Methodologically, the use of the SWARA technique identified key criteria affecting consumers' selection of green restaurants, including hygiene, price, and environmental sensitivity.Results indicate that consumers' sensitivity toward sustainability plays a significant role in their restaurant choices.The research guides businesses in comprehending the core aspects of the green restaurant concept, while also highlighting that the spread of such eco-friendly practices can contribute to sustainable tourism and social awareness.These findings provide strategic insights for policymakers and business managers aiming to enhance consumer awareness and environmental sensitivity.