US restaurant companies' green marketing via company websites: Impact on financial performance

Sunny Ham, Seoki Lee

Research output: Contribution to journalArticlepeer-review

22 Scopus citations

Abstract

This paper investigates green marketing practices in the restaurant industry and relates those practices to financial performance. The official company websites of 53 publicly traded US restaurants were reviewed to identify their green marketing practices and the impact of these practices on their firm's financial performance was then examined. Industry-leading companies such as McDonald's, Burger King, Starbucks and Wendy's appear to be, through their websites, leading communicators of green practices. However, the study's results do not substantiate the stakeholder theory, because insignificant effects on restaurant firms' financial performance accrue from the marketing of green practices through company websites.

Original languageEnglish (US)
Pages (from-to)1055-1069
Number of pages15
JournalTourism Economics
Volume17
Issue number5
DOIs
StatePublished - Oct 2011

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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