Kano model as a tool to increase consumers environmental responsibility (the case of birthday banquet menu design in modern catering)

Abstract

To be competitive and environmentally responsible in food and beverage industry, restaurants must develop unique green, sustainable marketing strategies to gain an edge. Birthday banquets, with their symbolic value, offer an opportunity for restaurants to showcase menu design. However, many restaurants overlook this market, offering generic menus even when customers request a birthday banquet. This study explores the quality of birthday banquet menu design from the consumer's environmentally responsible perspectives, using the Kansei Engineering and KANO models. Through interviews and statistical analysis, the study identifies areas for improvement in menu design and provides practical recommendations for the industry to be sustainable, highly competitive and environmentally friendly.