GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION

Abstract

Gastronomic tourism is a key tourism type that significantly impacts Thailand economy. This study aims to underline the correlation between green package design and the quality of food delivery service, perceived value, and customer satisfaction of green gastronomy of the tourist destination Bang Saen. It expounds on how the norm activation model and the theory of planned behavior enhance both pro-social behavior and rational decision-making. Ultimately, it examines the government campaign on “Go Ea(s)t and Go Green” on the east coast of Thailand. The study focused on Bang Saen area along the east coast of Thailand. The sample groups were tourists experiencing green gastronomy services during their stays. The questionnaire was administered for data collection both onsite and online. The direct and indirect effects were examined by Partial Least SquareStructural Equation Modelling (PLS-SEM). There were 408 respondents of whom 71 percent are generation Z. It is recognized that the green packaging has a high direct impact on the quality of green food delivery service and customer perceived value. This study thoroughly investigates the psychological aspect of seeing through bare eyes on forming a perception to attitude, and personal norms to behavior preference. We locate that ecological awareness, personal health consciousness, and societal influences are critical in customer decisions. It endows a better understanding of the inherent motivations behind green consumption and, allows gastronomic business to modify their tactics to fit with these driving forces.

Keywords

• norm activation model
• green package design
• gastronomy
• theory of planned behavior
• green food delivery service