Exploring how Conscious Consumerism affects brand equity at Conscious Cafe'.

Abstract

Due to increased awareness in modern society, a “counter culture” of consumers is believed to take different considerations; as opposed to what is commonly accepted by society; into account when choosing where to dine out. Heightened awareness of environmental sustainability, healthy food, waste management, the source and effects of food chain supply and moral beliefs have all contributed the creation of the socially conscious consumer (Lewis & Bridger, 2011). For this study the socially conscious consumer is defined as “a consumer who takes into account the public consequences of his or her private consumption or who attempts to use his or her purchasing power to bring about social change” (Webster, 1975, p.188). It is argued that restaurant's’ economic success is becoming reliant on building brand equity through the application 6 of a trustworthy green image so as to create green satisfaction and value for consumers (Hedjasie, Bekk & Sporrle, 2011). The decision on whether to purchase a product or service is impacted on by whether the production and attributes of a commodity or service fits into the consumer’s construct of what is ethical (International Markets Bureau, 2012). The overarching purpose of this study was to see if consumer demands are changing in relation to growing environmental concerns and how this affects the creation of brand equity, specific to the restaurant industry. Thus the research problem focused on the environmentally aware and responsible consumer in terms of his/her views on green supply chains and the health conscious and ethical restaurant patron. The research considered two issues. Firstly it looked at how restaurants could potentially capitalize on sustainable supply chains and waste management practices in order to create consumer equity through embracing an environmentally responsible business model that monitors and limits its impact on the environment in a situation where t heeds the needs of the conscious consumer. This research was centered on Conscious Café, a restaurant founded on the principles of the conscious consumerism movement.